An interview with Marta Nogell, Consumer & Customer Insights Manager at IKEA Czech, Hungary and Slovakia
Are you hesitant about trying neuromarketing or ditch your current ad-tracking to a new solution? Or you just want to see what other clients think about the services and different neuro products? Here's your chance. Synetiq gladly presents you Consumer & Customer Insights Manager at IKEA CZ/HU/SK, Marta Nogell and her experiences with our neuromarketing research, that she was kind enough to share with you. Read her feedback and find out why a neuromarketing measurement is worth it!
The next lines will cover:
business use-cases
usage experience
learnings
business impact with a special focus on integrating Synetiq insight packages to the marketing department's life
Synetiq (S): When you first worked with Synetiq, what business decisions or problems did you seek answers for?
Marta (M): We were searching for some insights about our TV advertisements. Our main issue was that we saw the gap between the message we wanted to deliver to our customers and the one that they understood. So we wanted to see where and how our message was diverted, what led the customers to have a different grasp.
We also wanted to work with someone who delivers a creative methodology that is suitable for answering our questions and hands over reliable, unquestionable information.
S: How does it affect your business if you don't know what messages are taken by your consumers?
M: I’m working at a company that is a love brand. But we may lose this emotional bond with customers if we aren’t transmitting relevant messages. At the point we reached out for Synetiq, we started to see a slight decline in the level of brand love. Our regular tracking revealed that although people understand, they don't really feel the ads and messages relevant, which means that our communication had no significant impact on purchasing decisions. Now, we see when we have relevant and good communication it comes back in financial returns, and we believe that the emotional part of our ads creates this relevance and bonds with the people.
S: Did you have any other solutions for measuring emotions, relevance and reactions to your messages? How and why did you come to choose Synetiq?
M: My first reason to give a thought to Synetiq is that I really love innovative methodologies that build on the usage of high tech equipment. The second one is, that I’m sure that advertising works on a subconscious level and there are no other techniques on the market measuring the subconscious impact of the ads but neuromarketing. So I said: ok, let's try it! Being aware of subconscious impacts isn’t just interesting but also highly important for making a good marketing decision.
S: What questions and insights can be covered and answered by a Synetiq project?
M: How to develop my advertising to be emotionally impactful before airing? Or even after airing. With the post-testing solution you learn if the copy was working well or not, and based on the insights you have the chance to improve your next campaign to be better than the one you tested.
You can also get unpaired learnings about consumers based on a lot of commercials - these are sort of consumer behaviour insights.
S: IKEA purchased from Synetiq an insight package which highlighted learnings about how to make a better brand image communication. What solutions did this insight package deliver that you could use in your daily life?
M: Each and every insight and report that Synetiq delivered us somehow became part of our culture in the company. They are used frequently, if we talk about the communication or messages. We also use them when we really need to address the people’s heart and mind, and figure out how to offer better solutions for the customers.
S: What is more useful: getting an insight package about more advertisements or ordering the analysis of a single ad?
M: These are different things - if we talk about the analysis of a single ad, you have the knowledge from one advertisement, so it's good to develop or improve that specific ad to make it really impactful. But if you order an insight package, you have knowledge from more advertisements, which tells you more about the customers in general, their patterns of how they think, how they feel and what messages can influence their behaviour.
S: How do you assess the report that you received from Synetiq?
M: The structure of the report was very good, I mean it was very well written and findings were organised. Also, it was somehow put in a way that even a bit less experienced marketer can understand it, so you don't have to be a marketing manager or a director to understand the learnings of the report - everyone can take the lessons.
S: Would you share with us some examples of where and how you used the report?
M: We used the insights for preparing new TV ads and also for social media campaigns. Thanks to the report, we knew what should be emphasised and how we can touch the customers’ hearts, not just their rational minds.
The insights played a key role in planning our TV campaigns, as the results came from TV copies. Still, the received insights were beneficial for all areas of our customer focused communication - TVCs, social media, newsletters, everything. We used the learnings even in our IKEA family newsletters: to plan what to say and how to talk to people, what is relevant for them in order to keep the love brand status.
S: Did I get you well, that the report is not only good for improving TVCs but it's also interpretable to other marketing materials too?
M: Yes. As the report included category analysis, it was a good base to have conclusions for more areas, such as selling. You learn what to push more or less, how to communicate if you want to get closer to your customers. Synetiq’s report and learnings had a big role in changing our direction to touch our consumers’ emotions instead of being only rational with the price.
S: Do you have any indicators that can quantify your success after you upgraded your ads based on the neuromarketing findings?
M: Yes, we had very good sales results. We applied the learnings for the new campaigns and it had an influence on sales figures, of course.
S: What did Synetiq give you what couldn't be given by any other provider?
M: Affordable subconscious behaviour, that is what we got. And actionable learnings. Other research results are also nice and cool but the outcome is often not very actionable. We really need to know what to do, how to improve the copy, so that was also great that Synetiq gave us a list of actionable recommendations to consider.
S: Why and for what problems would you recommend Synetiq to other advertisers?
M: I would recommend Synetiq definitely, as their report is very useful and actionable. If you have a commercial or campaign that is almost ready to be on air but you are not sure about it, pre-test is the best solution to measure and test your ad. Synetiq has a lot of rich learnings about consumer behaviour, coming from previous measurements. This powerful knowledge is something that other companies might gain from you. I would recommend Synetiq as with their help you have the opportunity to learn not just about campaigns and ads but about more generic customer behaviour as well.
I also think that compared to other suppliers, Synetiq’s technique is affordable even for a company like IKEA where the return on investments is very much in focus.
S: Please describe Synetiq with 3 words!
M: Subconsciousness, affordable, professionalism and expertise. That made four, can they stay?
S: What else would you share with our readers?
M: I would just recommend trying it out and then everyone can decide if what I said is true or not. Really, just try it out and you will not be disappointed!
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