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How can you use neuroscientific methods to gain insights into consumer behavior?

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Neuroscience is the study of the brain and nervous system, and how they influence human behavior, cognition, and emotions. In the context of advertising, neuroscience can help you understand how consumers react to your messages, products, and brands, and what motivates them to buy or avoid them. In this article, you will learn how you can use neuroscientific methods to gain insights into consumer behavior, and how to apply them to your advertising strategy.

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1 What are neuroscientific methods?

Neuroscientific methods are techniques that measure the brain activity, physiological responses, or psychological states of people who are exposed to various stimuli, such as ads, logos, sounds, and words. These methods include Electroencephalography (EEG), which records the electrical activity of the brain with electrodes attached to the scalp; Functional magnetic resonance imaging (fMRI), which uses a powerful magnet to create images of the blood flow and oxygen levels in the brain; Eye tracking, which tracks the movement and focus of the eyes with a camera or device attached to the head; Facial coding, which analyzes facial expressions and emotions with a software or human coder; Galvanic skin response (GSR), which measures changes in skin conductance due to sweat production caused by arousal or stress; and Heart rate variability (HRV), which measures the variation in time intervals between heartbeats to reflect emotional and cognitive states.

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Joseph Devlin

Professor of Cognitive Neuroscience, Public Speaker, Consultant
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I've used many different neuroscientific methods to gain insights into consumer behavioural including: - fMRI (functional magnetic resonance imaging) to understand how addressable TV ads affect brain circuits related to emotion, attention, reward, and memory with Finecast; - biometrics such as heart rate and electrodermal activity to discover how the format of a story (audiobook vs video) affects narrative engagement with Audible; and - behavioural experiments to measure the effect of experiential advertising on influencers with Desperados. IMHO, there are so many opportunities when brands work with genuine neuroscientists to gain those insights into consumer behaviour using solid methods.

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2 Why use neuroscientific methods?

Neuroscientific methods can provide you with a deeper understanding of consumer behavior than traditional methods such as surveys, focus groups, or interviews. These methods can uncover the subconscious and emotional reactions of consumers, cognitive processes and neural pathways activated by different types of stimuli, preferences and biases that may influence decision making, and the effectiveness and impact of your ads on the brain and body of consumers. By using neuroscientific methods, you can gain insights into consumer behavior that are not accessible in other ways.

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3 How to use neuroscientific methods?

Neuroscientific methods can be utilized at various stages of your advertising campaign, from the ideation and creation to the testing and evaluation. For instance, these methods can be used to generate ideas and insights for your ads based on the brain and behavior of your target audience. Additionally, they can help you create ads that appeal to the brain and senses of your consumers. Furthermore, neuroscientific methods can help you test and optimize your ads before launching them by measuring how consumers respond to them. Finally, you can use these methods to evaluate and measure the performance and outcomes of your ads after launching them.

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Joshua Balsters

Neuroscience Director at NIQ BASES | Psychologist and Neuroscientist pushing reliable consumer insights
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There are hundreds of different ways you can use neuroscience to explore consumer insights. You can use it to optimise adverts, or testing packs, shelves, and signage. However, you can also use it in many other interesting ways: * to understand how changes in pack materials implicitly impact consumers, * you can see at a subconscious level what people associate with a brand, * What’s the high point of a consumer experience? The look, the feel, the taste? A good neuroscientist will help you build the right experiment to answer your questions

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4 What are the challenges and limitations of neuroscientific methods?

Before using neuroscientific methods, it's important to understand the challenges and limitations associated with them. These include the cost and complexity of certain methods, as well as ethical and privacy issues such as obtaining informed consent or protecting sensitive data. Additionally, the validity and reliability of the methods must be taken into account to ensure that the stimuli, measures, and interpretations are appropriate, accurate, and consistent. Finally, it's important to consider the generalizability and applicability of the methods, such as accounting for differences between individuals or cultures and translating findings into actionable recommendations.

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5 What are the best practices and tips for using neuroscientific methods?

Using neuroscientific methods to gain insights into consumer behavior can be powerful and useful, but must be done with caution and care. It's important to define objectives and questions precisely, and to choose the most suitable methods. Combining neuroscientific methods with other methods such as qualitative, quantitative, or behavioral can provide a more comprehensive understanding of consumer behavior. Collaborating with experts and professionals who are knowledgeable in using neuroscientific methods is also advised. Lastly, findings and implications should be communicated in a clear, concise, and compelling way, using visual aids or stories while avoiding jargon, technicalities, or oversimplifications.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Joshua Balsters

Neuroscience Director at NIQ BASES | Psychologist and Neuroscientist pushing reliable consumer insights
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Find out if you’re working with scientists or salespeople! Psychology and neuroscience are complicated so you need to work with people that really understand the topics along with the research methods. People that really know their field will be able to accurately tell you how to answer your question. Sometimes neuroscience will be the best option, but other times a well designed survey and behavioural test will actually get you everything you need to know. A good scientist will know the difference.

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Alison Boober

First Generation University Graduate. CEO and Founder of Boober Company - Innovations Hub. Interests include Quantum Tech, AI, ML, Aerospace, Automotive, Language Learning, Writing, Community Fridge Promoting & etc.
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When it comes to advertising as a whole you should consider how your brand to make people feel, and if it’s done well the advertisement will either A. resonate (which isn’t particularly easy in such a stimulated world) B. drive people into an action. But there’s a combination of design and neuroscience techniques that I like to incorporate into the webpages I develop. It’s specific to a color key, or color flow. It helps the customer react to a webpage in a planned/coordinated manner. Not to mention there’s also the subconscious methodologies of connecting you customers with your brand (correlated to Neuroscience). The better you understand your target market, how they think, what triggers behavior the stronger your method & results.

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How can you use neuroscientific methods to gain insights into consumer behavior?

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1 What are neuroscientific methods?

2 Why use neuroscientific methods?

3 How to use neuroscientific methods?

4 What are the challenges and limitations of neuroscientific methods?

5 What are the best practices and tips for using neuroscientific methods?

6 Here’s what else to consider

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How can you use neuroscientific methods to gain insights into consumer behavior?

1

2

3

4

5

6

1 What are neuroscientific methods?

2 Why use neuroscientific methods?

3 How to use neuroscientific methods?

4 What are the challenges and limitations of neuroscientific methods?

5 What are the best practices and tips for using neuroscientific methods?

6 Here’s what else to consider

Advertising

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