{"id":1075,"date":"2011-12-01T13:02:00","date_gmt":"2011-12-01T13:02:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/m-tail\/hersenonderzoek-wijst-uit-nederlandstaligen-reageren-anders-op-digitale-aanbiedingen-dan\/"},"modified":"2011-12-01T13:02:00","modified_gmt":"2011-12-01T13:02:00","slug":"hersenonderzoek-wijst-uit-nederlandstaligen-reageren-anders-op-digitale-aanbiedingen-dan","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/m-tail\/hersenonderzoek-wijst-uit-nederlandstaligen-reageren-anders-op-digitale-aanbiedingen-dan\/","title":{"rendered":"Hersenonderzoek wijst uit: Nederlandstaligen reageren anders op digitale aanbiedingen dan Franstaligen"},"content":{"rendered":"<h2>Hersenactiviteit opmeten<\/h2>\n<p>De methodologie voor dit soort van gedragsonderzoek werd ontwikkeld door het Belgische Netway. Dat bedrijf gaat uit van de vaststelling dat 95% van het gedrag van de internetgebruiker onbewust is. Onbewust wil echter niet zeggen onmeetbaar, want onze hersenen reageren op innerlijke gevoelens, instinct en emoties (zoals plezier of angst) en die reactie is via MRI-technieken w\u00e9l in beeld te brengen.\u00a0<a target=\"_blank\" title=\"\" href=\"http:\/\/www.pagtour.net\/actualite\/cp-selon-des-tests-irm-realises-par-netway-le-neerlandophone-est-plus-pragmatique-que-le-francopho\/index.html\" rel=\"noopener\">Netway onderwierp daarom voor Thomas Cook <\/a><span>een consumentenpanel van 4 Nederlandstaligen en 4 Franstaligen tussen 35 en 55 jaar aan een MRI-test<\/span>. <\/p>\n<h2>Vlaming wil product &#8220;zien&#8221;<\/h2>\n<p>Het testpanel kreeg verschillende nieuwsbrieven van de touroperator te zien en uit de scan van hun hersenactiviteit bleek dat dat Vlamingen vooral reageerden op visuele prikkels, terwijl de Franstaligen eerder reageerden op cognitieve prikkels. &#8220;Hieruit kunnen we vrij zeker afleiden dat de Nederlandstaligen pragmatischer ingesteld zijn&#8221;, vertaalt Alain Dewispelaere, directeur bij Netway, de bevindingen van het onderzoek in lekentaal. &#8220;Zij scannen de pagina om na te gaan of het aanbod hen al dan niet interesseert, maar extrapoleren deze informatie niet. Ze hechten alleen geloof aan wat zij zien. De Franstaligen worden daarentegen wel gestimuleerd door tekstuele elementen en niet door visuals.&#8221;<\/p>\n<p>\u00a0<\/p>\n<p><span><\/span><\/p>\n<p><span>Die bevindingen worden bevestigd door een test waarbij 200.000 Nederlandstaligen en Franstaligen een template zonder foto&#8217;s van de hotels te zien kregen. Het aantal positieve reacties lag bij de Franstaligen dubbel zo hoog als bij de Nederlandstaligen, die blijkbaar meteen afhaken als ze een product of dienst niet kunnen visualiseren.<\/span><\/p>\n<h2>\u00a0Een kwart meer clicks<\/h2>\n<p><span>Op basis van deze bevindingen stelde Netway een totaal nieuwe nieuwsbrief voor. M\u00e9t resultaat, want &#8220;volgens de eerste metingen is het aantal clicks gemiddeld met 25% gestegen in vergelijking met de oudere versie van de nieuwsbrief&#8221;, zegt Hans Smellinckx, digital marketing manager van Thomas Cook Belgium.\u00a0<\/span><\/p>\n<div><span style=\"color: #000000;font-family: Tahoma, Helvetica, Arial, sans-serif;font-size: 12px\"><br \/><\/span><\/div>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hersenactiviteit opmeten De methodologie voor dit soort van gedragsonderzoek werd ontwikkeld door het Belgische Netway. Dat bedrijf gaat uit van de vaststelling dat 95% van het gedrag van de internetgebruiker onbewust is. Onbewust wil echter niet zeggen onmeetbaar, want onze hersenen reageren op innerlijke gevoelens, instinct en emoties (zoals plezier of angst) en die reactie [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[33],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-1075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hersenonderzoek wijst uit: Nederlandstaligen reageren anders op digitale aanbiedingen dan Franstaligen - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/m-tail\/hersenonderzoek-wijst-uit-nederlandstaligen-reageren-anders-op-digitale-aanbiedingen-dan\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hersenonderzoek wijst uit: Nederlandstaligen reageren anders op digitale aanbiedingen dan Franstaligen - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Hersenactiviteit opmeten De methodologie voor dit soort van gedragsonderzoek werd ontwikkeld door het Belgische Netway. 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