IM! contributes to the valorisation of research in the highly competitive European and Worldwide market environments.
The experimental approach of researchers to advertising can have a positive impact on a fundamental research level. Controlling organisations (Government Ministries, CNRS) are eager to encourage such initiatives.
IM!’s principles and analysis methods can be applied to other fields where an optimisation of information presentation can contribute to memorisation enhancement and learning.
This is really beneficial in tuition and education. IM! is finalising projects in these new directions and offers employment opportunities for young Doctors who have been trained in the interdisciplinary approaches of Cognitive Sciences and who have an interest in the arts of publicity.
The risk of subjectivity in the IM! analysis is very low. IM! experts start by analysing and rating messages on an individual basis using an evaluation grid. The grid criteria are precisely identified and the rating system is fully objective, leaving very little room for subjectivity.
This method offers several key advantages: an ability to uncover information that is not openly stated in a panel discussion; insight into the actual reception context of a publicity item in the ‘incidental’ memorisation phase; unequalled precision in the prediction of the impact and memorisation of a promotional message; valuable decision-support and optimisation tools for message in the creative and/or delivery stages; and lastly valuable time-saving (no panels to be assembled or studied).
IM! experts are all fully conversant in cognitive science and possess extensive acumen in the world of advertising.
IM! Analysis Grid that incorporates more than 40 measurement criteria. A numerical value is attributed to each criterion, sometimes supported by a written explanation. The experts’ evaluations are then compiled and, if there is disagreement about a certain criterion, they gather to discuss it. Such occasions are however rare given the extensive experience and expertise the IM! team and the high-precision scoring methods used.
Based on the resulting numerical values, a series of indexes are calculated according to formulae that have been tried and tested over many years of research. The IM! Indexes are supplied in a detailed written report (typically 20 pages) summarising the strengths and weaknesses of the message in clear, understandable language and including avenues for optimisation. This report is presented to the client in a formal meeting during which all of the aspects of the analysis can be extrapolated.
IM! has the resources to offer an excellent turnaround time.
Our typical response time is seven days from the day we receive the material.
Of course. The IM! Analysis Report highlights the strengths and weaknesses of a message and proposes optimisation opportunities aimed at enhancing the chances of attaining the campaign objectives (creation or development of the brand or product image, sales drive, etc.).
The benefits offered by the IM! Analysis and identified optimisation avenues have been independently tested on numerous occasions (tests conducted by polling institutes, impact on sales, etc.).
IM! does not use any guinea pigs. However, our experience draws on a vast body of scientific knowledge based on findings in cognitive science, most of which are the result of laboratory-based work.
Nevertheless, we sometimes call on research laboratories to conduct specific studies when a query from a client requires a precise and rigorous environment that can only be found in a laboratory.
The IM! analysis system relies on the principles and properties of universal human cognitive behaviour. Visual, attention, memory and emotional processes are identical within all cultures and target audiences. As such, IM! methods can be applied to international campaigns with optimal effectiveness.
However, identifying elements that are likely to be interpreted differently according to the cultural makeup of the target audience requires expert knowledge. For example, in the area of emotional mechanisms, the same object or situation can be processed positively in one culture and negatively in another.
IM! experts are sensitive to these cultural differences and capable of interpreting certain signs that are specific to different cultures
As stipulated in the IM! Code of Ethics published on this site, IM! does not handle campaigns that directly target children as they may be unable to distinguish between reality and advertising.
No, IM! is not involved in neuromarketing. This is a new field of marketing which refers to the application of brain-scan technology to marketing.
There is a lot of hype about neuromarketing. However, although the techniques employed – notably functional magnetic resonance imaging (IRMf) – can be very valuable in the study of cognition, their application in the area of publicity is at present very limited.
Simply drawing a map of the areas of the brain that are stimulated when the subject is exposed to an advertising message in no way helps us to predict the ‘memory impact’ of the message, its effect on product sales or on the image acquired by consumers of that particular brand or product.
Although IM! was created to address publicity-related issues, many of the principles and analytical methods we have developed can be applied to other areas.
Primary applications include training and education where the optimisation of information presentation can lead to better memorisation and learning. IM! is exploring projects in these areas.
