CBR08 · Consumer Behavior Research
Brand Communication / Decoding
Is your brand saying what you think it’s saying?
Research protocolBrand Communication / Decoding
Is your brand saying what you think it’s saying?
Consumer Behavior ResearchOnline Eye TrackingOnline FaceCodingEye Tracking BarBrandCommunication
FIELDConsumer Behavior Research
EXECUTIONOnline or in-person execution
TECHNOLOGY PATHOnline Eye Tracking · Online FaceCoding · Eye Tracking Bar
STUDY CODECBR08
The research question
Is your brand saying what you think it’s saying?
Brand Communication / Decoding evaluates how people visually and emotionally decode brand communication across logos, key visuals, campaigns, slogans, claims and graphic identity. Packaging is intentionally excluded because it is covered by the dedicated Packaging Research service.
OnlineControlled in-person desktop evaluation
Technology configuration
Measurement follows the task
The technology path shown here is the approved structure for this service. The exact protocol is configured around the research question, environment and participant flow.
Typical protocol · Consumer Behavior Research
How this study is executed.
The protocol below reflects the service definition developed for Neuro Garage. Final details are confirmed before execution.
Define the intended brand message, brand assets, claims and communication objectives.
Expose participants to the approved communication pieces through the online or Eye Tracking Bar protocol.
Measure visual decoding, recognition, comprehension, attention to brand assets, emotional response and implicit associations.
Locate ignored brand assets and gaps between the intended and perceived message.
Translate the evidence into branding, rebranding, claim, slogan and campaign-consistency decisions.
Typical outputs
What this specific study can produce
01Brand recognition
02Message comprehension
03Attention by AOI
04Emotional response
05Ignored brand assets
06Decoding sequence
07Implicit associations
08Intended-vs-perceived message gap
09Visual hierarchy
Decisions supported
What the client can change with the evidence
The study is designed to translate observed behavior into concrete operational, people, design or risk-management decisions.
Industry references / comparable applications
Who has used comparable research approaches?
Publicly documented examples from companies and institutions worldwide. These organizations are not presented as Neuro Garage clients, and the examples do not imply they purchased this exact Neuro Garage protocol.
01
UnileverPublic precedent
Shopper and packaging research using eye tracking to understand attention and package performance.
View public source ↗02Toyota CanadaPublic precedent
Showroom shopper research to understand buyer attention and the purchase journey.
View public source ↗03Procter & GamblePublic precedent
Documented user of consumer-research eye tracking for product and media behavior studies.
View public source ↗Scientific configuration
The method follows the question
Technology is selected because it is scientifically appropriate for the research objective, not because a device must be used. Santiago configures the study scope, stimuli, participant flow and measurement path before execution.
Discuss this study