THE TROUBLE WITH MARKET RESEARCH IS THAT
CONSUMERS DON’T THINK HOW THEY FEEL,
THEY DON’T SAY WHAT THEY THINK,
AND THEY DON’T DO WHAT THEY SAY
Neuromarketing is the application of neuroscience research to optimise marketing solutions. Specifically, the measurement of brain activity, often with additional physiological tracking such as monitoring eye-movements or skin conductance, in response to marketing stimuli.
The best way to measure brain activity is using EEG, which uses electrodes to measures the change in electrical potential at the cortical level of the brain. This electrical potential is converted into frequency data, a few fancy algorithms later and you can translate electrical squiggles into behavioural insights.
Additional physiological measurements, such as eye-tracking and GSR (Galvanic Skin Response) can be used to indicate attention and arousal. Eye-tracking
Imagine having the power to understand your customers’
thoughts, feelings, and behaviours.
Even the behaviours that they themselves don’t understand.
Neuromarketing gives you this power.
Most consumer decisions are influenced by subconscious factors, that they themselves are not entirely aware of. This means that they are unable to accurately articulate what has prompted their purchase decision, or created their affinity towards a brand. Therefore simply asking customers what they like, and why, can't always offer reliable responses.
By measuring subtle instinctive physiological responses, Neuromarketing methods overcome this problem and can uncover the secrets of consumers' authentic feelings towards any marketing output.
Pay attention to what your customers want, what ignites their senses and enhances their experience with your brand. Put an end to guesswork when it comes to your customers, and use reliable objective data to inform your creative and marketing decisions.
How Can I Use
There are a wide number of ways you could apply Neuromarketing research and consumer insights to improve your business. Such as detecting pain points and bottlenecks in your website to improve online conversions, identifying the most eye-catching attractive packaging to make your product stand out on the supermarket shelves, or enhancing the emotional connection you can make with your customers through video.
To conduct Neuromarketing research there are some things you should consider:
What behaviour do you want to observe?
How customers behave on your website? How do they respond to your (ADVERTS)? Which customer touch points in the digital journey are having a positive effect?
Do you have content to test?
We can test anything from live websites to brochure designs. Billboard imagery to video mood boards. This can be your content, or that of your competitors
How can you apply the insights?
To ensure maximum efficiency of a research project, it is important to understand what you are trying to discover, and why. Our goal is to ensure you apply the insights we provide to improve your customers' experience.
Don't worry if you're not sure of any of these factors yet, that's what we're here to help you with. We design experiments to have the highest impact and provide applicable solutions that will improve your relationship with your customers.
Let's Work Together
Are you ready to get to know your customer?
Fill out the form today to get started.