How Brands Can Leverage Neuromarketing Techniques

You may have recently heard the term neuromarketing used by advertisers and marketing teams.

What is it exactly? Is that just a mouthpiece or is it here to stay? What does it mean for business if it is here to stay and what are the significant risks and perils?

In this blog post, we would then look more closely at five regularly used neuromarketing methodologies to see how they function

and in what sort of perspective it is best suited to eye-tracking, brain scans (EEG and fMRI), facial studies, sensory marketing, and psychology.

Neuromarketing is a market research area for marketers. Brands are progressively using it to identify key consumer behavior, preferences, and motivations and improve the effectiveness of the campaign. In comparison to conventional marketing studies, neuroscience approaches test implicit emotional responses that can reveal useful insights and motives for buying.

What Is Neuromarketing?

Neuromarketing refers to the area of market research which studies how the brains of the people respond to advertising stimuli.

We can say neuromarketing simply as a combination of neuroscience and marketing. Some marketing agencies have already adopted the strategy since the early 1990s, but the technology was not as popular or advanced at present.

New brands have also been powered by selling more or cutting costs. In neuromarketing, neuroscience findings (how the brain and nervous system operate) are used to retrieve certain secrets of the buying behaviors.

Throughout the years, brands have surrounded themselves with the issue of how and why people decide on buying something.

It should be no surprise, therefore, that neuroscience advances – namely enhanced brain scanning and technology for imaging – have begun to apply to one of the key questions of business.

Brands can use science to validate or reinforce their previous theories by selling more products and services or to discover entirely new knowledge that can be used for influencing future marketing strategies.

Leveraging Neuromarketing To Grow Your Brands

Can we capture the minds of consumers, which influence their buying decision? If so how it can be possible with neuromarketing?

The marketing field, which uses medical technology such as fMRI to study brain responses to marketing stimuli and could be like a message or advertising, the researchers use fMRI to measure changes in brain activity.

A study was done by the neuroscientist from the University of California, in 2007 where they scan minds of people watching advertising from Super Bowl using fMRI to determine neural activity and parts of the brain which trigger linguistic emotions and everything else, and some triggered positive behavior.

They scan the brains of the people to do this and what part of their brain influences them to make a purchase decision.

But many of the ads caused fear and anxiety even if Doritos is the only exception in another example.

PayPal’s commercials that focused on speed and convenience, trigger a much higher response than advertisements that focus on security and safety.

So you can grow your brands using some of these tactics, which is widely popular in neuromarketing.

Using Eye-tracking, to see through the consumer’s eyes

As the name suggests, eye tracking measures your participants’ eye movement patterns. It is a tool that enables you to see the eyes of your customers in your brand, store, or an ad.

Since it is possible to create a real-time scenario and register a consumer’s natural eye view because modern eye-tracking equipment is very light and mobile.

You may be having a question in mind so how eye tracking is used? How can I let consumers walk in a shop equipped with eye-tracking equipment to see the store?

Whether they look on promotional items at the entrance or the read the sign? When looking at those product categories, what kind of viewing habits do consumers show?

Briefly, eye tracking provides an excellent way to identify items that are difficult to find through conventional marketing studies.

In addition to in-store opportunities, the monitoring of eyes can measure consumers’ eyes both online. For example, it can be used to measure whether product placement in TV programs does make people look at a product more closely.

Having to Look onto consumer’s brain using EEG and fMRI

We can use some other techniques if we want to know a little more about what people think rather than what they see Certain devices, such as fMRI and EEG equipment, are available from a medical sense to read brain activity.

The neuro marketers now use these brain scanners to look at people’s intellect and make compelling ads, websites, and products and drive the buying buttons of consumers.

That may sound unethical, but far less scary than it looks. It simply means that scientists can identify, widely enough, whether or not customers like a product, if they like or don’t like a product, whether they are bored with certain publicity.

Does the type of thing you would like to ask in traditional marketing research seem very similar, right? The process of deliberate projection of the answers is simply removed.

This information is nevertheless very useful to the marketer. It can aid them in creating products that speak to consumers and help consumers to get their products and make them happy.

Measuring these variables by EEG scanning brain waves provides temporal resolution, which allows for incredible readability of the effects from some stimulus on brain activities.

It is very useful, for example, to evaluate which exact sequences are considered positive in an advertisement and which are not positive.

It does lack good spatial resolution, which makes it difficult to precisely locate the source of the brain signal captured by EEG in the brain.

Instead, fMRI scans provide a large, yet poor, temporal resolution. This means that we can see what is taking place inside the brain, but we just don’t know what triggers it.

A smile can reveal many things: Using of Facial Coding

To measure what they feel, you don’t have to look into people’s brains. Studies have shown us we can learn a lot from their faces too.

The concept of learning through facial expressions is an aged concept, back to Charles Darwin in 1872.

Multiple psychologists have been researching it thoroughly; significant contributions have been made by Paul Ekman. But how can we benefit from this information in marketing?

To do this, we use different muscles whenever we express certain emotions such as a smile. To other feelings, like rage or surprise, the definition applies.

Sensors could also be connected to the face and monitor small movements of muscles on the same line as devices used to test the brain and eye gaze.

A sly smirk does not necessarily mean, of course, that somebody’s happy. But the point is, facial coding can quantify subtle reactions to stimuli that contain details about our feelings about something, mostly unconscious.

It is nice so far, the behavior of such expressions can be predicted.

Sensory Marketing- touch, smell, hear, taste

In contrast to research methodology such as the ones, we discussed earlier, more realistic modalities of neuromarketing provide a bit of a boost for consumers in the right direction.

To make marketing more effective, we can draw on existing findings and principles. Sensory marketing is a perfect example of this in the retail industry.

There are many kinds of sensory commercialization including touch, sound or smell, taste, and sensory stimulation they try to affect a brand market.

And does it make consumers buy more items if they smell? Sporadically.

Emotional products such as those sold in a trendsetting boutique would give consumers a whole new experience and make products look more unique and high-end.

However, it is better to limit noticeable smells in relatively neutral environments like hardware or office retail shops.

Then what is the sound like? As it turns out, when consumers hear high pitch sounds and notice light objects hear low pitch sounds, they pay attention to darker objects.

Studies have found that these subtle shifts in the shop ecosystem can have profound impacts on sales.

Cognitive hacks? Brain Tricks? Methods of Psychology

While all of the above strategies may seem like a bridge to a far reach to ordinary advertisers, strictly psychological “tricks” are often use to provide the brand-consumer with a minimal drive to sale.

It can be quite subtle to psychological tricks. One of these examples is that simply the removal of the rupee sign for your products can increase your sales.

You may be more familiar nowadays. A sign of a rupee – or a sign of a dollar– switches people’s focus subconsciously to loss and not profit.

Naturally, we get everything that we want to do with the hard-earned rupee or dollars, but first of all, it’s always a little awkward. Removing the sign is also very successful, as research has shown that when a money sign is not present, people tend to spend a lot more cash on products and food.

Conclusion

I hope you got an idea about how brands can Leverage neuromarketing techniques. There are many prods such as these which have a very subtle influence on people.

All of the above methods focus on providing neuro marketers with valuable and useful tools and insight. However, in all circumstances not all methods are effective. The important thing is to know when to use the approaches.

To learn more about neuromarketing, how you can use it and to stay up to date with the latest trends in the field,

Originally written on: Best Data Provider