Neuromarketing is the study of how human brains react or respond to advertising and other brand-related information by scientifically monitoring brainwave activity, eye tracking, and skin response.
These techniques are used to study the brain to predict consumer decision-making behaviour. Marketers use neural and other physiological signals to gain insight into customers’ motivations. Preferences and decision-making process. They also use this prediction to know how a product or service marketing campaign will perform.
Some ways neuromarketing is used include
- Product design testing
- User experience testing
- A/B testing to compare the effects of similar ads
- Optimise call to action such as “sign up” or “visit your website”
The benefits of Neuromarketing are:
Neuromarketing gives a granular look at how humans are behaving compared to traditional market research, which evaluates consumer behaviour at a high-level using techniques such as surveys and focus groups. It gives moment-by-moment insights into consumer behaviour.
Neuromarketing gives more depth and precision than qualitative research alone. These neuromarketing methods generate more reliable data.
This approach can reveal insights into the subconscious mind and short responses that people normally do not tend to remember.
neuromarketing is paired with traditional methods for a more holistic approach to marketing research.
A better understanding of the decision-making process
One of the major benefits of neuromarketing is the ability to understand better the decision-making process of consumers.
The neuromarketing method involves techniques such as eye-tracking, skin response, implicit measures, facial coding, fMRI, and EEG. fMRI and EEG are the basic tools used for scanning the brain.
Neuromarketing strategies and studies give businesses the opportunity to build loyalty and establish authority. Many companies are using neuromarketing data analysis to better understand the behaviour of their consumers.