What is neuromarketing?

Neuromarketing enables one to substantially profit off the multi-billion dollar super-computer between their ears.

Neuromarketing is the science about your customer’s minds. It includes the direct use of brain imaging, scanning or other brain activity measurement technology to predict the subject’s response towards specific products, packaging or any other marketing element. It is the application of neuroscience to marketing.

Every year, billions of dollars are being spent on advertising campaigns. But conventional techniques have failed to predict how a customer feels when he is exposed to an advertisement. Neuromarketing offers cutting edge methods to know how a customer’s brain actually works and what effect does marketing have on the consumers’ population.

Neuromarketing researchers believe that consumers sometimes make subconscious decisions in a split of second. They believe that consumer’s decision can be driven through changing their emotions.

How Neuromarketing Works:

Knowing how an advertisement captures a consumer’s attention is what neuromarketing is all about. Research data is gathered by using certain biometrics that include:

  1. Eye tracking: tracking eye movement to understand which part of the advertisement is most appealing to the viewer.
  2. Facial coding: Testing facial expressions to learn certain responses about a product or an advertisement.
  3. Skin response and electrodermal activity: measures sweat gland secretions and different levels of excitement and arousals.
  4. Electroencephalography (EEG): measures electrical activity in the brain which is linked with increased or reduced focus and/or excitement levels.

Use Of EEG in Neuromarketing:

EEG biosensors makes the neuromarketing research easy. This allows the researchers to record consumer’s response in the right place such as movie theatre, bars etc. The biosensors can be placed on the head that accurately measure the brain activity of the subject. The changes in the electrical activity of the brain determines the emotional response of the person being tested, also whether he is engaged in watching the advertisement or not at all focused.

EEG can also reveal that the consumer was very attentive during the first 30 seconds of the advertisement but lost interest in the last 30 seconds. This feedback, in, turn, could better help in making the last 30 seconds of the advertisement even more effective.

Earning Money by Watching Advertisements and Using EEG:

This has also become a popular way of making money. This simple yet very beneficial tool can be used as a source of earning by using EEG to record your brainwaves while watching TV commercials and advertisements at home. People get paid by different companies and brands for selling their brainwave data. The general price paid per brainwave recording is between $80 and $100 per hour.

Different companies recruit people and pay them for watching their advertisements and recording their brainwaves by using electroencephalogram scans. It records on a second-by-second basis regarding how people respond to the commercial.

Neuromarketing has helped marketers make engaging and effective commercials. This not just benefits the marketers but the customers as well in enhancing their experience with a brand or product long before they consider buying it. This field is gaining unbelievable popularity among marketing and advertising professionals and is growing day by day.

 

 

References

Making Ads That Whisper to the Brain. (2010, nov 13). Retrieved from https://www.nytimes.com/2010/11/14/business/14stream.html: https://www.nytimes.com/2010/11/14/business/14stream.html

Neuromarketing and EEG: Measuring Engagement in Advertising. (2018, june 14). Retrieved from NeuroSky: http://neurosky.com/2016/08/neuromarketing-and-eeg-measuring-engagement-in-advertising/

Neuromarketing: Marketers scan consumers’ brains to test their ads. (2015, nov 5). Retrieved from CBC: http://www.cbc.ca/news/technology/neuromarketing-brainsights-1.3303384

Neuromarketing: The New Science of Consumer Behavior. (2011, jan 14). Retrieved from springer link: https://link.springer.com/article/10.1007/s12115-010-9408-1

What is Neuromarketing? (n.d.). Retrieved from Neuromarketing: https://www.neurosciencemarketing.com/blog/articles/what-is-neuromarketing.htm

 

 

 

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