Are you for Cockta or Coca Cola? (Tomaž Erjavec, Oculus)

Are you for Cockta or Coca Cola? case study

Dr. Grega Repovš Dr. Jure Bon Anka Slana Dr. Blaž Koritnik Tomaž Erjavec

"The customer rarely buys what the company thinks it is selling him.„ Peter Drucker

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"Half the money I spend on advertising is wasted; the trouble is I don't know which half." John Wanamaker (1938-1922)

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fMRI testing on Faculty of Medicine Ljubljana

Project sponsor: Faculty of Medicine Ljubljana

Vir: bain.com

Who do we test

Male / Female (mixed) From 20 – 30 years Student / employed (50% 50 %) N = 8 6o minutes per session/1 person

What we want to know: 1. Will there be any differences

in response depending on the information you will get to drink

2. Will there be any differences in the response of a drink that will get you to drink?

3. Will the pre-behaviour affect the response to drink?

Cockta vs Coca Cola

Diferent variations (participants know what they are drinking and without knowledge about the drink) Showing pictures of Cockta, Coca Cola and water for 0,5 second Dosing diferent drinks from 2,5 - 7 seconds

First clue – visual cortex

Clue – picture (1 person)

Sensomotoric

Precuneusu

Area for rewards

Future

What do we want to know next

Tomaž Erjavec

Partner

M +386 31 679 805

E tomaz@oculus-ux.si

Contact