Jose Borghi designed an advertising concept where he based it on the fact that people’s emotions can affect their sincerity. A study by Narita Design & Strategy confirmed Borghi’s assumptions that use of an image could decipher a lot of meaning, especially in the Advertising world. The group experimented with a group of young men; almost 28 years of age. The aim of the study was to investigate if the use of images would reveal customer’s wishes.
Jose, who is currently the co-CEO of Mullen Lowe Brasil, believed that data from the study would revolutionize the way Advertising is done, especially in Brazilian Advertising industry. The research by Mario Narita took a very different approach to prove their assumptions. Typically, marketers usually present questionnaires to their respondents where they would later analyze the results and extract their conclusions. But Mario Narita took a different approach; they exposed the study participants to series of images and asked to mention what they think.
At the end of the study, they found out that images stimulated a faster response which was almost twenty times higher than response rate when using questionnaires. The researcher also unearthed a very significant finding: that due to pressure, the research participants tend to give wrong or distorted answers. Jose Borghi, who worked before in Borghi Lowe said that the findings would contribute to the advertising market and more information click here.
The Narita’s study was also seconded by famous schools of creative leadership in Berlin, where they added that people tend to answer questions effectively using images since they cannot make rational decisions but just expressing emotions. The research also highlighted a significant finding. The opposite happens when a person will be asked for his response without being exposed to images.
Jose Boghi of Mullen Lowe Brasil had once indicated that the customization of advertising is only possible through the use of consumer’s emotional feelings.
Jose Borghi believes that customers can only be served very well once you understand what they want. He advised that the consumer insights be continually updated to keep up with dynamic nature of the society. Narita commissioned help from big Brazilian Advertising agencies, psychologists and advertising professionals to put the incorporate the findings on their campaigns. They achieved great results and learn more about Borghi.
The study majorly focused on the limbic system since it is the center where the brain uses to process emotions. These findings will raise the transparency of public works, Jose Borghi noted.
Borghi is a respected advertiser in Brazil where through his hard work, perseverance and dedication rose from zero to being the most successful businessman and Jose on Facebook.
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