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
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