DraftfcbUlka's Cogito Consulting releases 19^th issue of Cogito Journal

It includes two whitepapers – 'Brain Works', which is a study of the science behind how consumers actually react to advertising; and 'Mobile Shop-a-holics' on emerging mobile shopping behaviour

BestMediaInfo Bureau | Delhi | August 1, 2013

Cogito Consulting, the brand and marketing consulting division of Draftfcb Ulka, has released the 19^th issue of 'Cogito Journal' which includes two whitepapers – 'Brain Works', which is a study of the science behind how consumers actually react to advertising; and 'Mobile Shop-a-holics' on emerging mobile shopping behaviour.

The first article 'Brain Works' is on the use of neuroscience to analyse effectiveness of advertising. The study puts forth how marketers can use the science to map consumers' reaction to their ads. The study was conducted in partnership with professors from IIT Madras to understand how the brain responds while viewing ads during general TV viewing. EEG (Electroencephalogram) was used to map brain activity of respondents while they watched an AV segment comprising popular songs interspersed with ads. The study reveals that high involvement ads induce higher emotional and logical activity in the brain when compared to low involvement ads.

Another interesting finding of the study is that highest emotional or logical connect takes place in scenes where the 'story hook' is integrated with the brand window, where its benefits or attributes play a key role in the hook. The article highlights an important aspect that as the field of neuro-marketing develops, it will help practitioners to move away from traditional market research methods which are fraught with systemic limitations and biases.

The second article, 'Mobile Shop-a-holics', is a nine-country research study of mobile shopping behaviour among consumers. The study highlights the rising trend of using nine key mobile shopping behaviours among Indian consumers. The study classifies respondents into Mobile Shoppers, Prospects and Rejectors, and further deep dives into the mindsets of the mobile shoppers. The study shows interesting comparisons of mobile shoppers in key developed markets like the US and the UK and key emerging economies like India, China and Brazil. For example, Indians show a high level of attachment to mobiles, more so than any other country. Similarly, search for deals and discounts on mobiles is more important in India vis-à-vis other countries.

“Our endeavour has always been to discover new ways of understanding the Indian consumer and his interaction with brands in his life. The current issue of Cogito Journal touches upon two very interesting and new age areas and we are sure it will surely give marketers a new headway,” said Mahuya Chaturvedi, Managing Partner of Cogito Consulting.

Cogito Consulting, the intellectual firepower of the Draftfcb Ulka Group, has been conducting interesting studies in the field of marketing and the interaction with the consumer. Such studies are compiled and documented as part of Cogito Journal which is sent to select corporates across India.

The e-version of the journal can be accessed on Cogito Consulting's website: www.cogitoconsulting.com

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