MEDIA RELEASE PR41091
Sales Success Shows Neuromarketing Moves Magazines: New Scientist Reports 12% Increase in
Newsstand Sales for Issue Featuring NeuroFocus-Tested Cover Design
LONDON , Sept. 3 /PRNewswire-AsiaNet/ --
'Excellent' Results Exceed Publisher's Own Estimates, Offer Important Portents for Consumer Packaged Goods
Companies
For marketers everywhere, especially consumer goods companies for whom packaging is a critical determinant
of success, the question asked has now been definitively answered: neuromarketing can increase sales-
substantially.
When New Scientist approached NeuroFocus to test three different cover designs for an August issue of the
magazine, the challenge crystallized what marketers around the globe want to know. Does neuromarketing
produce real-world marketplace success?
"We worked with NeuroFocus to select an appealing cover design for New Scientist using their neuromarketing
technology," said Graham Lawton, deputy editor. "This issue of the magazine achieved strong UK newsstand sales,
making it the second highest selling issue of the year, which is very unusual for the normally quiet month of
August. This represents a 12 per cent increase over the same issue in the previous year and is much higher than
we would expect for a similar cover story at that time of year, so we would certainly say the experiment was a big
success."
Applying its EEG-based full brain measurements of test subjects' subconscious responses to the three covers,
NeuroFocus identified one as clearly superior in terms of its overall neurological effectiveness. That specific design
scored exceptionally well in emotional engagement, which is one of NeuroFocus' primary NeuroMetrics, the others
being attention and memory retention. From those primary NeuroMetrics, NeuroFocus derives measures of
purchase intent, novelty, and awareness.
This neuromarketing research marks the first time that the publishing industry has applied EEG technology to
determine the appeal of cover designs to the buying public. The results have very significant implications for
companies across many categories, but especially those for whom the effectiveness of packaging design is a vital
marketplace component.
"A cross-section of the world's leading companies are already using our neurological testing and realizing the
benefits firsthand themselves," said Dr. A. K. Pradeep, Chief Executive Officer of NeuroFocus. "What these results
for New Scientist add is clear, unmistakable, and very public validation for the core science that underlies all that
we do at NeuroFocus. We are proud to have helped New Scientist achieve this success, we appreciate their
confidence in our capabilities, and we invite the rest of the publishing industry and other companies as well to
adopt this 21st century marketing science for their own advantage."
Dr. Pradeep added that the same neuromarketing technology and methodology used for the New Scientist study
is applied to enable clients to ascertain consumers' subconscious responses to package design. "A magazine cover
serves the same purpose as a package design does for consumer goods," he said. "It attracts attention and
stimulates emotional engagement, which is essential to drive purchase intent. This kind of sales success, in such a
competitive environment as a crowded newsstand, carries real meaning for manufacturers, marketers, and
retailers. Full-brain neurological testing provides a deep dive into consumers' subconscious minds, where product
trial and purchase decisions are made, and where brand loyalty is formed. This study shows clearly and
unequivocally what our neuromarketing capabilities can deliver at the cash register."
Dr. Pradeep is the author of the new best-seller, "The Buying Brain:
About NeuroFocus
knowledge and expertise to the worlds of branding, product development and packaging, in-store marketing,
advertising, and entertainment. NeuroFocus clients include leading companies across categories including
automotive, consumer packaged goods, entertainment, food and beverage, financial services, Internet, telecom,
pharmaceutical, retail, and other sectors.
Headquartered in the U.S. and operating globally through offices and NeuroLabs in the UK and Europe, the
Asia/Pacific region, Latin America, and the Middle East, the company leverages Nobel Prize calibre and
Doctorate-level credentials in neuroscience and marketing from UC Berkeley, MIT, Harvard, Oxford, Columbia
University, and other leading institutions, combined with executive business management and consulting
experience.
SOURCE: NeuroFocus
CONTACT: Tom Robbins of NeuroFocus,
+1-510-526-9882, or mobile, +1-510-367-1920,
Tom.robbins@neurofocus.com; or
Lance Concannon of Text 100,
+44(0)208-846-0769, or mobile, +44(0)7780-601145,
Lance.concannon@text100.co.uk,
for NeuroFocus
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