{"id":1977,"date":"2020-12-18T12:56:45","date_gmt":"2020-12-18T12:56:45","guid":{"rendered":"https:\/\/www.leo9studio.com\/blog\/?p=1977"},"modified":"2025-12-03T10:07:28","modified_gmt":"2025-12-03T04:37:28","slug":"neuromarketing-research-example","status":"publish","type":"post","link":"https:\/\/leo9studio.com\/blog\/neuromarketing-research-example\/","title":{"rendered":"Neuromarketing Research Example: Frito Lay Case Study"},"content":{"rendered":"\n<p><em>Your customer is always more likely to have an intuitive, effortless, and \u201con-the-fly\u201d reaction to your brand, long before engaging in product research.<\/em><\/p>\n\n\n\n<p>It was in 2010 that researcher Leon \u017burawicki proposed the predominance of subconscious drivers over conscious reasoning, when it comes to making purchase decisions. In other words, your customer is always more likely to have an intuitive, effortless, and \u201con-the-fly\u201d reaction to your brand, long before engaging in product research.<\/p>\n\n\n\n<p>Hence, <strong><em><a href=\"https:\/\/www.leo9studio.com\/blog\/emotional-branding\/\" target=\"_blank\" rel=\"noreferrer noopener\">Emotional Branding<\/a> <\/em><\/strong>enters the picture along with neuromarketing research example.&nbsp;<\/p>\n\n\n\n<p>Neuromarketing, as an effective customer engagement and persuasion technique, becomes more feasible when you consider that 95% of purchase decisions are controlled by our subconscious, according to Gerald Zaltman, Professor, Harvard Business School.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/images.pexels.com\/photos\/4061441\/pexels-photo-4061441.jpeg?auto=compress&amp;cs=tinysrgb&amp;dpr=3&amp;h=750&amp;w=1260\" alt=\"Unrecognizable man with bag of chips image for Frito Lay Case Study\"\/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/www.pexels.com\/@introspectivedsgn\" target=\"_blank\" rel=\"noreferrer noopener\">Pexels<\/a><\/figcaption><\/figure>\n\n\n\n<p>70% of customers who feel emotionally connected to a brand spend twice as much on purchases, and over 80% of this group will also recommend their preferred brands to friends and family; this is why it is essential to engage customers on an emotional and deeply personal level.<\/p>\n\n\n\n<p>We have already witnessed classic examples of emotional branding. We&#8217;re going to study one such example in this blog.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Frito Lay &#8211;<strong> <\/strong>Neuromarketing<\/strong> Research Example<\/h3>\n\n\n\n<p>Lay&#8217;s has been a go-to when it comes to packet snacks. How does it manage to lure its target audience apart from rewarding everyone&#8217;s taste buds?&nbsp;<\/p>\n\n\n\n<p>We&#8217;re going to see.&nbsp;<\/p>\n\n\n\n<p>Selling salty chips to guys isn\u2019t all that difficult. As the classic Lay\u2019s commercial noted, \u201cYou can\u2019t eat just one!\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/VohyYfGRMcX9IW0dUuKDKT4fkkQXRRFCKYNk389l5SrGcB0Y9DTJCPApY5lA_1ZAjkqy3hHjEDaO_q7nbM5qoUXMqNy3AMqf9uuHnuPgngkwcv-DUtKRlAxdIvwnHhEV5Ttpc3RX\" alt=\"Neuromarketing Research Example lays packet on bed\"\/><\/figure>\n\n\n\n<p><a href=\"https:\/\/unsplash.com\/\"><\/a>&nbsp;<\/p>\n\n\n\n<p>Give a guy a chip, and the entire bag is empty in minutes! For women, though, salty foods are the snack of choice just 14% of the time. They prefer sweet snacks (25%) and, amazingly, healthier items like fruits and vegetables (61%). Disturbed that women might prefer carrot sticks to potato chips, Frito Lay decided to get inside women\u2019s heads.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.fritolay.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Frito Lay<\/a> began by hiring Juniper Park to look at how differences in women\u2019s brains might affect their snacking decisions:<\/p>\n\n\n\n<p>Ms. Nykoliation (president of Juniper Park) began by researching how women\u2019s brains compared with men\u2019s, so the firm could adjust the marketing accordingly.<\/p>\n\n\n\n<p>Her research suggested that the communication center in women\u2019s brains was more developed, which meant that women could process ads with more complexity and more pieces of information.<\/p>\n\n\n\n<p>A memory and emotional center, the hippocampus, was proportionally larger in women, so Ms. Nykoliation concluded that women look for characters they could empathize and relate with. Research by Ms. Nykoliation indicated that the brain area that processes decision-making was larger in women, consequently leading to feelings of guilt.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Not guilty!&nbsp;<\/strong><\/h3>\n\n\n\n<p>The idea of guilt proved to be significant when it seemed to be supported by women\u2019s journal entries, another part of the project. The study found that many women carry a variety of guilt feelings around.<\/p>\n\n\n\n<p>This realization led to a major packaging redesign \u2013 the new bags were designed to prevent triggering guilt reactions.<\/p>\n\n\n\n<p>They did so by avoiding the look of traditional chip bags and instead of featuring pictures of healthy ingredients on a beige coloured matte finished bag.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/KEmj_0VsuWSkQ4Bddut-0CK8pAXVc-tFWs9O4KjnYGmyWm6brn7lKGuspcRaOlS7OoH9iRUQcz1g0Y21adNtksXVd5KX9NcVzVDmhkfcz3pWhiIjFDD_SL-8OUc75ju-XOQt1twB\" alt=\"\"\/><\/figure>\n\n\n\n<p><a href=\"https:\/\/unsplash.com\/\"><\/a><\/p>\n\n\n\n<p>The ads developed for the Baked Lays campaign were then further refined by testing at Neurofocus. They are a neuromarketing firm that uses EEGs and biometric data to measure brain activity and viewer response to advertisements.<\/p>\n\n\n\n<p>Part of the strategy was to tone down the packaging and showing off healthy ingredients in the snacks.<\/p>\n\n\n\n<p>\u201cShe wants a reminder that she\u2019s eating something better for herself,\u201d Mr. Jones said.<\/p>\n\n\n\n<p>Baked Lay\u2019s will no longer be in a shiny yellow bag, but in a matte beige bag that displays pictures of the ingredients like spices or ranch dressing.<\/p>\n\n\n\n<p>The accompanying advertising campaign, \u201cOnly in a Woman\u2019s World,\u201d has already begun running teaser spots. The campaign features four cartoon women who are \u201cfab, funny, fearlessly female,\u201d as the Web site puts it, who talk about exercising, eating and other topics.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>How Lay\u2019s Smile Campaign was customized for each global market<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/ZewD4Ef1nDnEPO0dLcPKzl2r9wwnnRx6hEFCZIk1fHAIwKrPF4lDgCK2At4e4jsZAeh_b46GZmo5SzIYSUuNv4S9nMFV29rpIl_aZYNTOK_AxeY5LwqpUZvBiqjfp4Frql4kXv15\" alt=\"Neuromarketing Research Example frito lays case study man smiling campaign\"\/><\/figure>\n\n\n\n<p><a href=\"https:\/\/unsplash.com\/\"><\/a><\/p>\n\n\n\n<p>Another neuromarketing example is the Lay\u2019s Potato Chip \u201cOperation Smile\u201d bags campaign. It is brilliant! A product packaging rebrand that brings experiential marketing to a multi-layered level. Each potato chip flavour has its own redesign, with the very top of the bag portraying a different smile. After all, smiling is contagious.<\/p>\n\n\n\n<p>They kicked off the \u2018Smiles\u2019 campaign for the second year in a row by featuring 31 selfies and their personal stories on the packaging of Lay\u2019s potato chips.<\/p>\n\n\n\n<p>Lay&#8217;s has laid its foundation quite strong by connecting with its customers on a neurological level. Stay connected with us to come up with your A-grade marketing strategies!<\/p>\n\n\n\n<p><strong>Moral of the story:<\/strong> Application of neuromarketing is the key to make your brand the best of your arena!&nbsp;<a href=\"https:\/\/leo9studio.com\/contact-us.html\"><strong>Reach out to us<\/strong><\/a>&nbsp;<strong>now<\/strong>!<\/p>\n\n\n\n<p>We will help you build a marketing plan with such a neuromarketing research example.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><strong>Also Read<\/strong>:<\/p>\n\n\n\n<p>Neuromarketing is the process of researching the brain patterns of consumers. Learn all about&nbsp;<a href=\"https:\/\/www.leo9studio.com\/blog\/neuromarketing\/\">neuromarketing, and it\u2019s common myths<\/a>.<\/p>\n\n\n\n<p>Ever wondered if <a href=\"https:\/\/www.leo9studio.com\/blog\/is-neuromarketing-ethical\/\">neuromarketing is ethical<\/a> or not? Clear your doubts about ethical neuromarketing in the easiest way with us now!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">FAQ&#8217;s<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1764736495010\"><strong class=\"schema-faq-question\">Why does emotional branding matter in purchase decisions?<\/strong> <p class=\"schema-faq-answer\">Research cited in the text indicates most buying behavior is driven subconsciously. Leon \u017burawicki highlighted the predominance of subconscious drivers, and Gerald Zaltman estimates that 95% of purchase decisions are controlled by the subconscious. When customers feel emotionally connected to a brand, 70% of them spend twice as much, and over 80% will recommend the brand\u2014making emotional branding a powerful lever for engagement, spending, and advocacy.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1764736509089\"><strong class=\"schema-faq-question\">What consumer insights about women guided Frito-Lay\u2019s approach?<\/strong> <p class=\"schema-faq-answer\">Frito-Lay found that women chose salty snacks only 14% of the time, favoring sweet options (25%) and healthier items like fruits and vegetables (61%). Research conducted with Juniper Park suggested women process more complex ad information, empathize with relatable characters (linked to a proportionally larger hippocampus), and often experience guilt in decision-making\u2014insights that prompted Frito-Lay to reduce guilt triggers in its marketing and packaging.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1764736525593\"><strong class=\"schema-faq-question\">How did Frito-Lay redesign packaging to minimize guilt cues?<\/strong> <p class=\"schema-faq-answer\">The brand moved away from shiny, traditional chip bags and adopted matte beige packaging that prominently featured images of healthy ingredients (e.g., spices, ranch). This \u201ctoned down\u201d aesthetic, especially for Baked Lay\u2019s, was intended to signal \u201cbetter-for-you\u201d choices and avoid triggering guilt, aligning with the insight that women wanted a reminder they were eating something better for themselves.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1764736526822\"><strong class=\"schema-faq-question\">What neuromarketing methods were used to refine the campaign?<\/strong> <p class=\"schema-faq-answer\">After initial consumer research and journal studies, Frito-Lay partnered with Neurofocus to test and optimize ads using EEGs and biometric data to track brain activity and viewer responses. These tools helped refine the Baked Lay\u2019s campaign and validated creative choices tailored to women\u2019s processing of complex information and emotional resonance.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1764736563920\"><strong class=\"schema-faq-question\">What is the Lay\u2019s \u201cSmiles\u201d (Operation Smile) campaign and why is it effective?<\/strong> <p class=\"schema-faq-answer\">The campaign reimagined product packaging by placing different smiles at the top of each bag and, in its second year, featuring 31 selfies and personal stories. By turning the bag into a playful, shareable experience, it leveraged the contagious nature of smiles and deepened emotional connection\u2014an example of experiential, emotionally driven branding consistent with neuromarketing principles.<\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Frito Lay has been a go-to when it comes to packet snacks. Learn how did they make it there with this neuromarketing research example!<\/p>\n","protected":false},"author":1,"featured_media":1982,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[46],"tags":[233,256,242,234,244,258,269,271,270,169,265,243,170,230,251,268,235],"class_list":["post-1977","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-neuromarketing","tag-behavioral-economics","tag-branding-case-study","tag-case-study","tag-digital-marketing","tag-digital-marketing-case-study","tag-emotional-branding-case-study","tag-frito-lay","tag-frito-lay-case-study","tag-lays","tag-marketing","tag-marketing-behavior","tag-marketing-case-study","tag-marketing-expert","tag-neuromarketing","tag-neuromarketing-case-study","tag-neuromarketing-research","tag-social-media-marketing"],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Neuromarketing Research Example: Frito Lay Case Study - Leo9 Studio<\/title>\n<meta name=\"description\" content=\"Frito Lay has been a go-to when it comes to packet snacks. 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