Although marketers have long utilised science to peer into the brains of our consumers, ‘Neuromarketing’ has recently become the hottest buzzword in marketing circles. This new field of market research has given us the power to delve even deeper into the brain… into the consumers unconscious mind.
Put simply, Neuromarketing is the way in which neuroscience and technology are used to measure the impact of marketing and advertising through consumers response to marketing stimuli.
Neuromarketing can hone in on individuals’ unconscious awareness of brand association, their behavioural attitudes and their consumer responses, all of which cannot not be efficaciously measured by focus groups. Thus this data can then be used to further enhance brands’ market research efforts.
There are six main areas where Neuromarketing helps market research, these include: branding, product design and innovation, advertising effectiveness, shopper decision making, online experience and entertainment effectiveness.
This process of market research uses a variety of scientific experiments to gather results, ranging from eye tracking and facial expressions to the more complex Neurometrics such as EEG’s and MRI scans, both of which measure brain activity.
So, in summary, whilst Neuromarketing is still in it’s infancy, we believe the formidable alliance between psychology and marketing certainty has the potential to revolutionize the way we market our products/services.
What do you think?