Again this year scientists watched the brains of subjects as they viewed the Super Bowl ads. At the Web site of FKF Applied Research, one of the research partners, we learn
Academic research, as well as the proprietary work we have done for Fortune 100 companies, shows clearly that what people say in focus groups and in response to poll questions is not what they actually think, feel and do. fMRI scans using our analytical methods allow us to see beyond self report and to understand the emotions and thoughts that are driving (or impeding) behavior.
Looking beyond the spoken word provides immense and actionable insights into a brand, a competitive framework, advertising and visual images and cues.
For more information about the unreliability of what people report, read "WHO REALLY WON THE SUPER BOWL? The Story of an Instant-Science Experiment" by Dr. Marco Iacoboni. When you read the article, you will see which Super Bowl ads the brains chose as winners in 2006. Hint: the losers were "the Burger King ad, the FedEx ad, and the GoDaddy ad."
What implications does this line of research have for client satisfaction surveys? Once again I say that the wise lawyers and law firm marketers will find gold and guidance in all that we are learning about that small, yet potent organ we have in our heads. Two, four, six, eight. Who do we appreciate? Neuroscience, neuroscience, go, neuroscience!
Note (added February 5, 2007, 8:10 PM Mountain): See how the brain responded to the Super Bowl ads of 2007 at Reuters article: Super Bowl ads fumble, brain scans show and the FKF press release: Brain Scans Reveal Why Coca Cola's Super Bowl Ad Won Over American Consumers While So Many Other Brands Fumbled.