Using Innovative Behavioral Science Research to Create a Distinctive Brand Sound

Oct 1

In 2018, Kevin Perlmutter, representing Man Made Music, and Joe Sauer, representing Sentient Decision Science, earned the EXPLOR Award for the most innovative marketing research capability of 2018.

At the Insight Association’s Corporate Research Conference, they presented the neuroscience-based research approach used to evaluate sound that was created for Nissan Electric Vehicles. The research evaluated various sound concepts for emotional appeal, accurate identification of a sound’s meaning (accelerate, reverse, etc), brand fit and for its ability to satisfy safety standards of presence and awareness for an otherwise silent vehicle.