Welcome back to another episode of the UNFOLD series, where we explore past projects we have taken on over the years to give you a better understanding of what we do at Neurotrend.

This week we’ll be looking into the KNAUF case, so let’s get to it!

KNAUF is a multinational company that produces building materials and construction systems comprising construction materials for drywall construction, plasterboard, cement boards, mineral fibre acoustic boards, dry mortars with gypsum for internal plaster and cement-based external plaster and insulating materials.

Research Objective

5 KNAUF posters were provided for our research

Our Approach

Additional metrics applied:

Our Results

The smaller the value, the stronger the association

Through the Masked Priming Test, we were able to test for the viewers’ strength of associations with the KNAUF brand. The results revealed that

  1. The strongest associations were developed between the the KNAUF brand and the facial expression of the main character

  2. Even though the activity of main character differed between each poster, it did not significantly influence memory retention of the brand on the postersThe feature of the KNAUF logo on posters had less impact on the viewers’ brand recognition than the main character.

The smaller the value, the stronger the association

Furthermore, we also conducted word association tests to identify the words viewers’ related with the KNAUF brand. With that we discovered that

  1. Construction workers had the strongest associations with the words “work”, “saving money” and “heater”

  2. Homeowners had stronger associations with the brand itself and the strongest associations are with words “reliable”, “fast”, “saving money” and “work”

With the assistance of our Eye Tracker, Polygraph and EEG technology, we were able to test for viewers’ perceived sense of attractiveness, subjective evaluation, emotional engagement and overall rating towards the KNAUF posters. Hence, based on the overall rating of the posters, it was concluded that the leader the pack was the DRAW poster and the PLAY poster was the least successful.

Now, we’re going more in-depth into how neuroscience is able to tap into the audiences’ subconscious by comparing the two posters: DRAW and SLEEP.

DRAW (Most Successful Poster)

Based on the data gather by the Eye Tracker, we were able to create a Heat Map to indicate the duration the viewers look as wells the level saccade at a particular part of the poster. Saccades are rapid eye movements that allow us to quickly scan a visual scene which help us measure the how much the viewers are focusing on a certain visual element. Thus using the Heat Map, it will allow us to identify the area viewers are focusing on the most.

In addition, with the data from the Eye Tracker, we were able to measure the percentage of the number of viewers who viewed each zones (% of viewers) as well as the amount attention given by the viewers based on the different zones.

With the help of polygraphs and EEG, we were able to calculate the level of attractiveness as well as engagement viewers felt towards the posters presented.

The chart below illustrates results from the survey to identify the potential slogan for the poster content.

Following that, the table shows the overall attitude and comprehension of the visual and understanding of the poster content.

Our Findings

PLAY (Least Successful Poster)

Our Findings

Our Recommendations

Based on the Masked Priming Test results, we recommended KNAUF to:

  1. Pay attention to the main character and especially his face to develop sustainable association between advertising poster and the KNAUF brand.

  2. Incorporate synonyms of the words “work” and “saving money” in slogans to tailor poster content to what audience relate to when they think of KNAUF as a brand as well as increase brand recognition. This was due to the results of the word association test for both homeowners and construction workers.

Based on the Eye Tracker, Polygraph and EEG results:

  • DRAW Poster: Demonstrate the use of the product and emphasise on it in the poster’s visuals. Furthermore, to clear any ambiguity and negative sentiments towards the window in the poster, we recommended that the KNAUF specify the scenario taking place by showing that the main character was wiping off condensation produced by the character himself to reduce any negative assumptions by the viewers.

  • PLAY Poster: Utilise unplugged e-games or boardgames to keep the ‘playing’ concept while allowing it to be perceived as more realistic. Due the absence of a power source, it will be unrealistic for the main character to be playing on a Playstation, hence some an e-game that is unplugged or a boardgames will be a more feasible scenario.

Thank you for checking out our second episode of UNFOLD, where we give you a better look into what neuromarketing entails and how our information can benefit your company in market research. Look out for more weekly updates and check out our website for more details.

For more enquiries, get in contact with us at!


Neurotrend is the biggest neuromarketing company in Europe and Russia with seven consumer insights laboratories available worldwide. Utilising a combination of neuromarketing and classic marketing research, Neurotrend employs eye trackers, electroencephalography (EEG), polygraphs and HD cameras to provide a wide range of research services to bring consumer insights to light. A member of NMSBA and ESOMAR, Neurotrend is dedicated to provide a new form of data to enhance the market research industry and uncover consumer insights through neuroscience.

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