Why do consumers buy what they buy? How much are they willing to pay? Why do some brands appeal more than others?
Do you want to fully understand what drives consumers’ attitudes and behaviors? Then you'll need more than traditional market research methods. Traditional tools, like consumer surveys and focus groups, assume consumers consciously articulate their preferences, whereas the majority of thoughts occur in our subconscious minds. In other words, consumers don't choose rationally. That’s where neuromarketing comes in.
Unlocking answers without asking
Neuromarketing uses neuroscience (brain research) to reveal subconscious consumer decision-making processes. Neuromarketers study brain- and biometric responses, as well as behavior, to understand and shape how consumers feel, think and act.
They answer questions like:
- How desirable is your product?
- What emotion is triggered by your promotion?
- Which ad is most effective?
- What price causes the consumer pain?
- How do consumers feel at your point of sale?
Examples of how neuromarketing is used
- Researchers used EEG technology to analyze the effectiveness of a charity ad, revealing how to improve viewer's engagement
- An fMRI study on brain activity revealed how subconscious relationships influence strategic decision-making in management teams
- A sugar and sweetener brand used eye-tracking and implicit measures and discovered ways to inject more personality into the brand
- The book Consumer Neuroscience, edited by Moran Cerf and Manuel Garcia-Garcia (2017) provides a detailed overview of neuromarketing research methods. Check it out here.
- Snapshot of the industry 2018: neuromarketing vendors and methodologies
- The myth of the zombie consumer, blog post by Steven Genco, author of Neuromarketing for Dummies