Data and intuition

By: Kátai Ildikó Date: 2022. 06. 06. 15:45

At the summer meeting of the Trade Marketing Club, participants hear about data-driven intuition by Synetiq from the research side. On the practical side, Szabi, the baker, told his story of how he became the founder of a growing number of bakeries, restaurants and delicacies known nationally, relying on his intuitions and ideas.

On the pleasant early afternoon of June 2, an extraordinary meeting of the Trade Marketing Club took place in the Panificio il Basilico Restaurant and Bakery in Szentendre. Ildikó Kátai, the co-founder of the Club, greeted the participants.

Ads in the lab

Fülöp Péter

Péter Fülöp, the leading researcher at Synetiq, said that they use neuromarketing tools to study unconscious reactions to advertising in a laboratory setting. They use various sensors to analyze brain waves, heart rate, skin resistance, and viewing. Based on the results, moments and factors of understanding, interest, and liking can be explored, so a better cut and timing or other changes can increase the effectiveness of the ads. Péter Fülöp also summarized the patterns along which marketing decisions can slip aside without data.

Bihi Zoltán

Zoltán Bihi, Synetiq’s customer relations manager, stated that data-driven creativity is an existing concept, as emotion measurements can provide a numerical basis for excelling from advertising noise and successful message delivery. Through a number of illustrative examples, he demonstrated the spectacular results achieved by changing the cut, the story, or even the voiceover based on neuromarketing measurements. He demonstrated how they help advertisers create the most effective creatives possible by giving a true and unbiased view of their target audience’s feelings and understanding of the ads’ messages.

Delicious food made from good ingredients

Szabi

Szabi, the baker learned baking and cooking from his grandmother, then continued his education in Austria and Italy, combining precision with passion and creativity. Meanwhile, he has become the best-known and most popular baker in Hungary, opening restaurants, bakeries and delis, and has more than 160,000 followers on social media. He always surprises his customers with newer and newer ideas and gains more and more fans for his products. Szabolcs Szabadfi has hundreds on waiting list for his popular workshops, but Szabolcs deals with children and disadvantaged young people almost every week.

Szabi+MI