How does media content emotionally resonate with older consumers? AARP set out to answer this question by complementing traditional research with biometrics/neuromarketing research.
Through a partnership with Media Mind Insights, a neuromarketing research group at Texas Tech University's College of Media and Communication, AARP crafted studies to help the organization effectively connect with and serve the interests of an actively aging population. A unique, multi-method approach combining expertise in media effects, psychophysiology, and traditional research was applied to gain insights into consumers' experiences with media.
This session will:
- Explain this new methodology and how it fits with traditional research at AARP
- Discuss a process for determining whether biometric measures are appropriate to meet research objectives
- Offer lessons learned for introducing biometric/Neuromarketing research into an organization