Shearings conducting neuromarketing research study

Tuesday, 26 Mar, 2024 0

Escorted coach tour operator Shearings plans to conduct its most advanced customer survey yet.

It has issued a call out to Shearings customers to become involved in a market research study, using neuromarketing tech.

The survey comes ahead of a planned rebrand later this year and a Shearings TV ad planned for 2025.

Forty Shearings customers will be invited to join the pilot study, taking place over three days at the company’s HQ in Rotherham, Yorkshire.

Participants will receive a £150 voucher, to be used on their next Shearings holiday.

Participants will consist of current and lapsed customers and customers from the ‘old Shearings’, before the Leger Holidays acquisition.

Neuromarketing is the study of how people’s brains respond to advertising and other brand-related messages.

It monitors brainwave activity, eye tracking and skin response.

These neuromarketing techniques are used to help predict consumer decision-making behaviour.

Participants don a EEG (electroencephalography) headset that records brain activity while questions are asked and adverts and brand proposals are presented.

The questions can be very varied; recording accurate reactions to colours, videos and photography.

The headsets record over 14,000 brain readings every second and measure accurate responses based on several key metrics.

Leger Shearings Group’s CEO Liam Race said: “Science proves that what humans think and do, and think and say, are often very different.”

“By measuring impulses naturally produced in the mind, we gain new insight into what our customers really think of the Shearings marketing communications.”

TravelMole Editorial Team

Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.

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