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Semester 2•POLIMI Graduate School of Management (Milan)

Consumer Neuroscience

NeuroscienceConsumer BehaviorPOLIMI
Consumer Neuroscience

Conducted a neuroscience study on consumer reactions to ads using physiological measurements and qualitative interviews.

Project Document

Overview

Our project involved analyzing consumer emotional and cognitive reactions to two different KitKat ads. We focused on studying the process of emotional engagement rather than the brand itself.

Process

Participants watched two short ads ("Worker" and "Baby" scenarios) embedded via YouTube. We captured biometric and behavioral data using Skin Conductance Monitoring (SCM), EEG (Electroencephalography), and Eye Tracking. Post-viewing, we conducted short interviews to gather qualitative insights.

Outcome

Our analysis demonstrated that relatable stress scenarios and strong emotional moments at the end of an ad significantly boost viewer engagement. This project strengthened our skills in experimental design, biometric data analysis, and user research methodologies.

Ads Watched

Worker Ad: Watch here | Baby Ad: Watch here