Neuromarketing is a new field that supplements marketing research by utilising scientific laboratories and techniques such as EEG (electroencephalography), implicit reaction tests, eye-tracking, and facial coding, to mention a few. Are you familiar with all of the available strategies, as well as their benefits and drawbacks?
Declarative methodologies used in traditional marketing research include deep interviews, focus groups, and surveys. These explicit research strategies are centred on analysing the consumer's behaviour, whether it is exhibited or openly stated. However, it's very likely that the participant's answers are skewed or biassed, consciously or unconsciously, due to stereotypes, cognitive biases, emotions, social and moral norms, or simply because he or she is incapable of expressing his or her feelings, thoughts, and what motivates the purchase decision.
Declarative methodologies used in traditional marketing research include deep interviews, focus groups, and surveys. These explicit research strategies are centred on analysing the consumer's behaviour, whether it is exhibited or openly stated. However, it's very likely that the participant's answers are skewed or biassed, consciously or unconsciously, due to stereotypes, cognitive biases, emotions, social and moral norms, or simply because he or she is incapable of expressing his or her feelings, thoughts, and what motivates the purchase decision.
A wide range of tools and techniques are used in neuroscientific methods and processes to detect and map neuronal activity and understand how our brain reacts to various somatosensory stimuli. The following strategies can be used to acquire emotional, cognitive, and behavioural data. However, not all neuroscientific techniques are useful in neuromarketing research.
The electroencephalogram (EEG) is a common neuromarketing technology that, in addition to being portable and inexpensive, gives vital information on brain activity. A headband or helmet with small sensors placed on the scalp analyses and records the electrical activity of the brain with this procedure. This approach identifies changes in brain wave electrical currents.
Even when the validity of neuromarketing is demonstrated, marketers continue to grapple with the question of whether it is worth the effort. What are the most useful tools? What is the best way to do it well? Marketers must grasp the variety of approaches involved, how they are employed in academia and industry, and what future prospects they contain in order to answer these questions.
The measuring of physiological and brain signals to obtain insight into customers' motives, preferences, and decisions is referred to as "neuromarketing." This information can be used to improve creative advertising, product development, pricing, and other marketing areas. The most prevalent methods of measuring are brain scanning, which measures neural activity, and physiological monitoring, which measures eye movement and other proxies for that activity.
fMRI and EEG are the two most common methods for scanning the brain. The first (functional magnetic resonance imaging) employs strong magnetic fields to follow changes in blood flow throughout the brain and is performed while the patient is lying inside a machine that takes continuous measurements over time. An EEG (electroencephalogram) measures brain-cell activity using sensors on the subject's scalp; it can track changes in activity over fractions of a second, but it's bad at pinpointing where the activity happens or detecting it in deep, subcortical areas of the brain (where a lot of interesting activity takes place).
The cost and ease of use of tools for assessing physiological proxies for brain activity are often lower. Eye tracking can assess attention and arousal (through pupil dilation); facial expression coding (sensing the minute movement of muscles in the face) can measure emotional reactions; and heart rate, breathing rate, and skin conductivity can all be used to evaluate arousal.
In the mid-2000s, business school researchers began to show that advertising, branding, and other marketing practises can have measurable effects on the brain, sparking a surge in interest in consumer neuroscience. Coca-Cola and Pepsi were served to individuals in an fMRI machine by Emory University researchers in 2004. The researchers noticed a consistent brain reaction when the drinks were not identified. Subjects' limbic structures (brain areas related with emotions, memories, and unconscious processing) showed increased activity when they could see the brand, indicating that knowing the brand changed how the brain evaluated the beverage.
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