Envolving marketing

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Those who call us marketers have been working for years to find out what the consumer wants. An important part of our work has consisted and consists in finding out what does our target. To adapt, then, our product and get closer to the ideal of our consumers. We used even invented techniques of all kinds, the most colorful panels, surveys, evaluations, sample markets, ....

Finally, after many years, we managed to find out what's wrong with all methods, indeed, all have the same flaw: much of the evidence of consumers say the opposite of what they think. Consumers in the panels act differently in the real world. The solution to correct the error is to know what goes on inside the mind of the consumer. What reactions produce our products in their minds that will lead to feelings that cause the purchase and determine the degree of satisfaction with it and, therefore, the possibility of repeating the desired loyalty.

We need to know what happens in the minds of our consumers when they buy our products to meet your real needs. This is the purpose of neuromarketing, neuroeconomics part of that necessarily needs to go hand in hand with advances in neuroscience.

It is already world famous Montague's experiment with Coca-Cola and Pepsi a few years ago. They will put consumers samples of both drinks to participants without showing the mark and asked to indicate which one they liked best. Most said they liked Pepsi. While consuming their minds were activated in a prefrontal cortex area associated with sensory pleasure. They got to drink a second sample, this time indicating the brand of soft drinks each the same people and asked them again to identify what they liked best. Surprisingly changed their minds and said they liked the Coca-Cola. While consuming areas of the hippocampus were activated associated with the emotions and affections. What happened?, Coca-Cola in them evoked associations with past experiences and emotions that led to say that Coca-Cola preferred when they really liked the Pepsi.

Understanding the human mind and its operation will help us understand why having the best product or service the best leaders are not in sales. It is easy, as in many companies, blame this to the sales force, when really, in many cases, the commercial department is solely responsible for this to occur, the real culprit is an ill-conceived strategy for not having had into account the feelings of our product brand should evoke in consumers.