The 2013 MMNPL survey used cutting edge research
methodologies to measure emotional connections between consumers and products.
The top 10 products that ranked highest over their competitors have consumers
more likely to purchase products that evoke a positive emotional connection.
‘As marketers we’ve always known that emotion is key to
moving consumer behavior. What is different today is that we now have
neuromarketing research techniques that can quantify the degree of emotion
consumers are feeling,” said Chief Behavioral Scientist at Sentient
Decision Science, Aaron Reid, in a statement.
The highest ranked product launches in the 2013 MMNPL survey
are Windows 8 (1), Twinkies (2), iPhone 5C (3), Taco Bell Doritos Locos Tacos
Cool Ranch (4), Wendy’s Pretzel Bacon Cheeseburger (4), Burger King Satisfries
(4), iPad Mini (5), Microsoft Surface (6), Vaseline Spray & Go Moisturizer
(7), McDonald’s Steak, Egg & Cheese Bagel (8), 2013 Dodge Dart (9),
Nintendo 2DS (10), and 2013 Toyota Corolla (10).
This research validates the link between emotions and memory
for successful product launch marketing. The findings are also significant
because each year of the survey’s 12-year history has continued to emphasize
the difficulty consumers have in recalling products (55% couldn’t name a single
new product in 2013, an improvement from 67% in the election year of 2012).
Other findings include:
- Among grocery products, the re-launch of Twinkies
ranked the highest in terms of awareness and purchase
conversion, indicative of the emotional response consumers experienced
when the product disappeared from shelves.
- Wendy’s, Taco Bell, and Burger King are in a dead
heat when it comes to awareness. But, the new Doritos Locos Taco had
a higher conversion rate than either of its competitors.
- Gender differences are disappearing when it comes to
recalling new products. There no longer statistical difference between men and
women, compared with an 11 percent difference two years ago.
- Recognition for products is generally much higher than
actual purchase conversion. Only Windows 8 showed a notable conversion
rate (15%) compared with the next top tech product, the iPhone 5C (4%).
- Awareness of products increases among consumers citing more
media sources of information: 71 percent of those who processed six or more
sources recalled a new product, compared with 55 percent on average.
‘This year we used Sentient Prime implicit research
technology to measure the automatic gut reaction of consumers. The results were
striking. There is nearly a one-to-one relationship between the emotional
associations with a new product and its degree of memorability in the
marketplace,’ commented Reid.
This spring, The Future of
Consumer Intelligence 2014
will explore this very topic of the emerging
role of decision science and the convergence of knowledge points – insights,
foresights, social science, marketing science and intelligence with technology
as a central driving force and profound connector.
Right now, it’s about connecting ideas to data to culture to
the future of your business and this, is the real data revolution. This year
represents the year of the multi-dimensional marketplace, and just as the
market researcher’s role evolves, so does our third annual event. FOCI is a
gathering of the “consumer culture” collective exploring common
ground across roles and industries for translating behavioral information into
business opportunity. We hope to see you there!
About the Author: Amanda
Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts. She previously worked
at Technology Marketing Corporation as a Web Editor where she covered breaking
news and feature stories in the technology industry. She can be reached
at firstname.lastname@example.org. Follow her at @AmandaCicc.