The Office of the (OIG) of the U.S. Postal Service is requesting information via Federal Business Opportunities on suggested methodologies for conducting neuroscience research to understand the human response to and effectiveness of physical communications.

Specifically, the USPS OIG seeks to identify possible Suppliers that could propose and conduct neuroscience research based on the following objectives:

• To understand the human response to physical and digital media; specifically how the brain responds to marketing stimuli and the associated downstream behaviors.

• To assess the role direct mail can most effectively play in different phases in the relationship with a consumer or elements of the buying process.

Companies are concerned with increasing the effectiveness of their marketing activities. No one channel can do all things to build a relationship with a customer, and the task of understanding how they work together is exceedingly complex. Many postal customers, especially small and medium sized enterprises (SMEs), may not be able to track the success of a specific channel and do not know the most effective mix of physical and digital communications to best convey their message.

The USPS OIG has reviewed studies related to the impact of the different communications medium on the human brain. For example, in 2010, Royal Mail commissioned a study which found that physical media left a “deeper footprint” in the brain than digital messages, even after controlling for the increase in sensory processing for tangible items. The study results seem to reveal that all other effects being equal, direct mail-based materials are more concrete and “real” for the brain, internalized more, facilitate emotional processing, and result in more fluent decision-making.

The Royal Mail study indicated that direct mail elicited deeper levels of processing like vivid memory creation and emotional responses and often increased the likelihood of sales. However, work remains to be done to translate the human response to concrete behaviors (i.e., retention/recall, response rate, or intent to purchase), which illustrate the success of a marketing campaign.

The USPS OIG intends to identify and work with a supplier to use neuroscience to help companies understand where, in their relationship with a customer, that direct mail is an optimal choice of media. The USPS OIG expects the Postal Service could use this information in its ongoing efforts to assist its customers, including SMEs, through its “concierge services” pilot program and other outreach activities such as webinars and communication collateral to help create effective marketing strategies.

If a RFP is issued, the Potential Supplier is expected to have capability to:

a. Develop a neurophysiological study that illustrates the different human response to hard copy and digital advertising. Proposed methods may include, but are not limited to, traditional self-report, implicit testing, eye tracking, facial coding, core biometrics, EEG, and fMRI, or some combination thereof. The USPS OIG prefers a methodology that is rigorous and cost effective, but is open to discussion on the selection of methods. Although the USPS OIG would like the contractor to propose the optimal study, the USPS OIG reserves the right to determine the final methodology and stimulus selection (either 3rd party or developed in-house by the contractor) for testing.

b. Create proposed timelines for major milestones and deliverables.

c. Implement the proposed methodology. The USPS OIG foresees the study including at least 30 individual participants, based on the USPS OIG’s understanding of that number as the common sample size in the field. The methodology should include explanation of any follow up work needed, such as surveys, which could be completed immediately following the study or electronically afterwards.

Federal Business Opportunities