A recent AdExchanger article discussed the benefits of eye-tracking and similar neuro and biometric measurements for advertisers, describing how they can nail down the subconscious motives that drive consumers’ reactions to ads. The author states that “focus groups and surveys alone are antiquated and ineffective because they only reflect what consumers can articulate as their own experiences.” He points to a finding from years back that 85% of consumers decision-making takes place in the subconscious, and implies that focus groups and surveys only apply to the other 15% of a consumer’s decision-making. ChoiceStream has a slightly different stance on surveys. While focus groups today are the same as they were 10 or 20 years ago, survey technology has advanced. By creating and running a consumer poll through a company like ChoiceStream, which serves as a digital advertising partner as well as a data management platform (DMP) and a value-add polling platform![]()
