What is Neuromarketing?
Neuromarketing is a field of science that measures physiological and neural signals to understand customer motivations and preferences.
Using special procedures, researchers record the brain's response to a product or marketing message and monitor the processes that take place in the brain on the unconscious level. Thus, neuromarketing helps to understand what will be sold better, what advertising video will be more efficient and even how to place the product on the shelves in the store for better sales.
This field combines the knowledge of cognitive psychology, neurophysiology and marketing. Proponents of neuromarketing believe that it can be used to see a person's true unconscious reactions. In focus groups and surveys, people can lie or embellish, sometimes without realizing it because they want to appear better than they are, but subconscious reactions are always true.
How Neuromarketing Works
Neuromarketing is based on the premise that purchasing decisions are made subconsciously. In doing so, marketing activities can affect five main perception channels:
- Sight. The appearance of the product, the packaging and the colors used in the design;
- Hearing. Sounds in the store, the melody in the advertising;
- Taste. Specifically, the taste of the product;
- Smell. For example, the smell in the store;
- Touch. The way a product feels to the touch;
With special equipment, you can literally see the reactions to different stimulus - how attention was distributed, whether there were any emotions from the interaction and how strong they were.
As a rule, only large companies can afford implementing neuromarketing research. Basically, neuromarketing studies are conducted to understand the efficiency of branding, product design, advertising, interaction with online services and of entertainment activities.
What does the process of the research consist of
Here are the main technologies that are often used in neuromarketing research:
Functional magnetic resonance imaging
It works with the use of magnetic fields to detect changes in blood flow in the brain due to increased neural activity. It measures detailed emotional response, level of engagement, response.
Functional MRI is an ultra-perspective methodology, which, however, is quite time-consuming and expensive. Complicated data analysis and interpretation makes this technology less accessible, at least to companies that are not too knowledge-intensive.
How it works: the camera records how visual attention is distributed, how the eye moves, and what it focuses on. It detects what attracts attention, reaction rate, level of engagement. Eye Tracker is the optimal technology in terms of price/performance ratio. Accessibility and relative ease of processing and interpreting data allows the consumer and the user of the technology to use the results of Eye Tracking and quickly conduct research.
The use of this technology allows to capture the strength of emotional reactions, electrical activity of the skin, respiration and heart rate in response to certain content.
What it measures: level of engagement, whether the overall response was positive or negative.
The research with the use of this technology is conducted thanks to attached to the head special sensors which allow recording electrical signals of neurons.
The neuromarketing market is in its infancy. But it will grow, and more automated data processing tools and various effects analytics will be introduced there. Before the pandemic, it was predicted that the market would reach early maturity in 2021-2023. In my opinion, it will, because the coronavirus has only spurred its development: the amount of digital content has grown, a lot of online resources have emerged, and the demand for research has grown.
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