Future Proof Insights and Amárach Research have partnered to develop PRIZM+, a unique ad testing solution that brings together the best of neuroscience and behavioural research, helping advertisers and their agencies improve the effectiveness of their advertising in today’s competitive.
Future Proof Insights, Ireland’s only Consumer Neuroscience research agency, test the advertisements using EEG Brain Imaging and Eye Tracking which allows them to quantify the brain activity and the movements of the eyes on a moment-to-moment basis as the audiences consume the advertisement. This allows them to understand the subconscious impact of the advert using key measures of emotional intensity, cognitive load, memorisation and more.
In parallel to this lab testing, Amárach Research test the very same advertisements by surveying a representative sample of the population, to capture detailed measures for recall, relevance and respondents are asked to score the advertisement on three dimensions – capabilities, opportunities, and motivations – which allows Amárach to generate an overall measure of the projected behavioural consequence of viewing the ad.
The collaboration between Amárach and Future Proof Insights ultimately brings together their respective expertise and resources allowing advertisers to drive their advertising effectiveness and revolutionise the way advertising research is done here in the Irish market. The two companies have already collaborated in researching dozens of advertisements using the Prizm+ methodology and will further expand their benchmark database substantially in the coming months.
Sean Higgins Quote “We are delighted to launch PRIZM+ with the team in Amárach. Our methodologies are quite different, but they work best when they work together. Effectiveness is naturally a constant topic in the industry and we believe that through the use of PRIZM+, advertisers will not only know be able to learn how effective their work is, but also why it is so effective.
Gerard O’Neill Quote “We are very excited about the our collaboration with Future Proof Insights to bring a truly innovate advertising research solution to the Irish marketplace. Together we are bridging the ‘say-do gap’ that, until now, limited the effectiveness of advertising research. By combining FPI’s neuroscience with Amárach’s COM-B behavioural research tools we can help advertisers and their agencies create advertising campaigns that will drive significant behavioural change.”
For more information about PRIZM+ and the strategic partnership between Future Proof Insights and Amárach Research, please reach out to the team at info@futureproofinsights.ie
About Future Proof Insights: Future Proof Insights is a Consumer Neuroscience research agency that combine worlds of neuroscience and consumer research to help explain the subconscious drivers behind human behaviour and decision making.
About Amárach Research: Amárach Research are one of Ireland’s leading independent research agency. Combining a depth of expertise in specific sectors and with industry-leading research solutions for over 25 years. Through a combination of surveys, focus groups, econometrics, workshops, and AI tools, Amárach delivers better outcomes for clients, whether in the public or private sectors, at home or overseas.
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