From Jeremy Lichtenberger, Senior Brand Planner, Palio
Campbell’s soup has found that traditional market research wasn’t telling the true story of how customers reacted to their labeling. Campbell’s decided to take a unique approach to market research and spent the last two years trying to understand how customers’ neurological and bodily changes would affect their true feelings about an advertisement. This cutting edge technique that measures such things as changes in skin moisture, heart rate and other biometrics will result in Campbell’s first label change in decades – big news in the advertising world! So the next time you see Cream of Broccoli and start feeling all hot and steamy, you’ll know why.
