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Neuromarketing and big data analytics for strategic consumer engagement

Emerging Research and Opportunities

It is hard to impress consumers in this frenetic world, when many of the advertising campaigns do not record anything remarkable in the minds of consumers despite the efforts. The need to develop and employ the new tools, technologies and methodologies available for neuromarketing research is increasing in order to allow us to make the right decisions and foresee the consumer's unconscious interpretation of stimuli. 

In her book, Joana Coutinho de Sousa offers an objective point of view, including the benefits, the challenges but also the  skepticism that has arisen caused by providers who entered the neuromarketing field in its early days and having failed to apply sound and robust scientific methods, lost credibility. Entitled Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities, the book is structured in 13 chapters with a coherent flow. The book starts by introducing the field of neurosciences, its historical antecedents and follows with a solid foundation of this field, providing details of the structure and function of individual neurons and how they form a nervous system. Then, we enter a journey that explores the sensory and motor system, the neurobiology of human behavior, focused on motivation, emotion, attention and memory. 

Since neuromarketing is an area that relies heavily on technology, the author also provides a detailed presentation of the goals and procedures for each technology employed and also presents iconic studies in order to cover the practical aspects of consumer neuroscience. As explained, ways need to be found to improve the usability and portability of the technology, as well as the associated software, to allow marketers to apply them in a consumer environment.

 

The book subsequently identifies the areas of action, challenges, opportunities and ethical issues of both the ESOMAR (European Society for Opinion and Marketing Research) and the NMSBA (Neuromarketing Science & Business Association) that aim to create a healthy environment for the development of this field and to protect consumer privacy with regards to the immediate effects on individual consumers and the long-term effects on society. This is one of the most important aspects, as nowadays we are all experiencing the darker side of how technology can not only help us, but also destroy our privacy.

In conclusion, the author identifies the trends in this field and among them also lists the focus of research on the feeling of loss and identifies what consumers do not want and expects a significant increase in publications in this area, and customized VR content based on biometric data. 

The author's intended audience for this publication includes neuroscientists, marketers, suppliers, customers and investors, such as neuromarketing technology manufacturers, wearable smart device and accessories manufacturers, military and security systems and equipment manufacturers, multimedia marketing and gaming industries, cloud services, big data and internet service providers, multimedia and video content developers, branding, products and services marketing industries and the healthcare and accessibility industry. 

Reviewer: Monica Diana Bercea, PhD Student in Neuromarketing Affiliation: “Alexandru Ioan Cuza” University, Faculty of Economics and Business Administration, Marketing Department, Iasi, Romania