Neuromarketing Explained
Neuromarketing
What is Neuromarketing?
Neuromarketing refers to measuring physiological and neural signals to gain insight into customers’ motivations, preferences, and decisions, which can inform creative advertising, product development, pricing, and other marketing areas.
The most common tools used to measure physiological and neurological signals are brain scanning techniques, such as EEG and fMRI, which measure brain activity during a particular task, and eye-tracking, which is used to infer the amount of visual attention given to a particular task.
What can neuromarketing do for you?
Ultimately, neuromarketing can provide you with valuable, objective information about the motivations underlying a purchase decision that may otherwise be inaccessible to you.
Simply asking a consumer what they think is not always effective, as they may not have a conscious, rational reason for their decisions. Many purchase decisions are made pre-consciously and automatically. Therefore, neuromarketing research is key to evaluating System 1 thinking. Neuromarketing can provide information about when, how and why these decisions are made, giving you the opportunity to better tailor your products and services to maximise customer satisfaction and product purchases. Neuromarketing can be applied to a whole host of stimuli and scenarios, from evaluating the cognitive processes during a shopper’s journey to the innate emotions evoked by a TV commercial.
What is System 1 Thinking?
System 1 research is any method that taps into unconscious thoughts, emotions, or behaviours that would otherwise be inaccessible. System 1 research methods include EEG, fMRI, eye-tracking, IAT, IRT, facial emotion analysis, and biometric measurements such as GSR and heart rate variability.
