Versión en español, pulse aquí
One of the many contributions of neuromarketing is to provide accurate market research.
It has always been a concern to know what customers think about a product. We need to know and then to modify it, thus, construct tailored to the needs of the target. The more accurate this research, we will provide more data on the tastes and needs of our market.
For years the surveys and, above all, the test panels have been the protagonists of such studies. The problem is that in these situations the customer is not always behave as they do then in reality.
The client on the evidence says what he likes or what you think at that time. But do not forget that we are living, social. We need the environment to live and the environment influences our lives.
That at the time when we do the survey or participate in a panel respond in a way, not to say that this will be fixed and unchanging for ever. In market research it is impossible to play all the personal and environmental circumstances of each of the participants.
Also adds a second factor that increases the uncertainty. Human beings are emotional. We move through emotions, impulses. The thrill of having something or feel that others know they have, we do purchase items that do not really need. We do this by looking for the mere impulse or social recognition.
The Neuromarketing can shed some light giving a little more accuracy to the investigation. This new discipline, marketing offers two tools to understand and measure the emotions and impulses.
I'm talking about functional magnetic resonance imaging or fMRI and electroencephalography, or EEG. Both to measure the activity of different parts of the brain of the person taking the test. The second, the EEG, combined with electrocardiogram (ECG) and electro-oculogram (EOG) to measure activity in the mind and its physiological reaction (increased heart rate), when through the EOG know that the subject has looked at the object we are studying.
Those tools are widely known in the medical world but in this case are not used to measure and detect disease. We use them to study healthy brains.
Thus the customer response, we added a new factor. His reaction to the stimulus of the product. Reaction is unconscious and that influences their purchase decision. Thus, we have more information to tailor our product to the needs of the target. To suit the needs conscious and unconscious.
The Neuromarketing provides world tools of neuroscience to help solve a mystery: what happens in the mind of the consumer. Essential key to understand their needs. The customer needs during the study, does not know tell us in words because they are unconscious reactions.
Neuromarketing is the application of neuroscience to the world of marketing. A discipline of neuroeconomics is not the way. Is here to stay.
Wednesday, March 28
Wednesday, March 14
Write on websites XXI century
Versión en español, pulse aquí
Just a few weeks ago I spoke at web design in the twenty-first century what the neuromarketing, thanks to eye-tracking, could contribute to the design of corporate sites. Today I would like to continue on this topic. Start a series of posts to find out how neuromarketing can help the Internet world.
I dedicate this article to how to write text on websites. This is not a subject of neuromarketing, but its dominance is key to a successful website. I would like the series of posts that start to be useful, in addition to providing the latest offering neuromarketing. That's why I decided to speak on this subject. If we read in isolation, this post is out of the theme of the blog, but in conjunction with the above and those to come, I hope to provide clues for a new way of designing online. Also, my first professional steps were in this exciting world, bringing pleasant memories and earlier stages.
Not the same type a text on a corporate website in a blog, a social network or in a newspaper. Although in all those ways is to speak the same subject, the reader expects different information in each medium. In a website is expected to more technical or advertising text (depending on the company), but in a blog or social network is expected to writing based on experience. Also the way of writing is not the same.
If you dedicate a post to each medium on the Internet, the series is endless. As the purpose is not to mention the different forms of writing but what neuromarketing can provide web design business, I will focus on six key writing for corporate websites that I list and describe below:
- SHORT INTRODUCTIONS: When we at the computer all the information you want and more is in our hands at a distance of a click. Why waste time?. If we see something we do not care shut and go to another site. So you have to be clear and make introductions short. The introduction should serve to "hook" the reader and stay to see the rest of the text.
- USE SHORT PHRASES: This advice is related to the previous one. Very long sentences can get bored visitors. In other ways it is advisable to long sentences with detailed descriptions, but for other web. The shorter are the best phrases.
- USE BOLD AND HOLDERS: If the text is too long break it into parts and put a holder on each side. Use also bold to highlight the most important of each section. Thereby although the text may seem long, anyone can read it quickly in response to the headings and bold.
- EXPOSE CLEARLY THE BENEFITS: The corporate websites are intended to report the activity of the company and its products. Discuss each section the competitive advantages the company or the product bring to the market. This is what really matters to the page you have open.
- FAQ: If you wish further information or answer questions, not directly in the product or service description, make it complicated to read. Create a FAQ with common questions and answers. It is a way to give much information, easy to read and organized so that there is to read the entire text to resolve a concern.
- WRITE IN MIND THE TARGET: Do not write thinking of you, or how wonderful your product or service. Type planning to be useful for anyone to read. Identify the recipient of the text and type thinking on what it seeks.
I hope these six tips will be practical. Now that we know how you can help the eye-tracking in web design and some tips for writing practical texts for this, we can begin to analyze, in future posts, which can bring the neuromarketing to Internet world.
Do you know more keys?, Share this post commenting.
Just a few weeks ago I spoke at web design in the twenty-first century what the neuromarketing, thanks to eye-tracking, could contribute to the design of corporate sites. Today I would like to continue on this topic. Start a series of posts to find out how neuromarketing can help the Internet world.
I dedicate this article to how to write text on websites. This is not a subject of neuromarketing, but its dominance is key to a successful website. I would like the series of posts that start to be useful, in addition to providing the latest offering neuromarketing. That's why I decided to speak on this subject. If we read in isolation, this post is out of the theme of the blog, but in conjunction with the above and those to come, I hope to provide clues for a new way of designing online. Also, my first professional steps were in this exciting world, bringing pleasant memories and earlier stages.
Not the same type a text on a corporate website in a blog, a social network or in a newspaper. Although in all those ways is to speak the same subject, the reader expects different information in each medium. In a website is expected to more technical or advertising text (depending on the company), but in a blog or social network is expected to writing based on experience. Also the way of writing is not the same.
If you dedicate a post to each medium on the Internet, the series is endless. As the purpose is not to mention the different forms of writing but what neuromarketing can provide web design business, I will focus on six key writing for corporate websites that I list and describe below:
- SHORT INTRODUCTIONS: When we at the computer all the information you want and more is in our hands at a distance of a click. Why waste time?. If we see something we do not care shut and go to another site. So you have to be clear and make introductions short. The introduction should serve to "hook" the reader and stay to see the rest of the text.
- USE SHORT PHRASES: This advice is related to the previous one. Very long sentences can get bored visitors. In other ways it is advisable to long sentences with detailed descriptions, but for other web. The shorter are the best phrases.
- USE BOLD AND HOLDERS: If the text is too long break it into parts and put a holder on each side. Use also bold to highlight the most important of each section. Thereby although the text may seem long, anyone can read it quickly in response to the headings and bold.
- EXPOSE CLEARLY THE BENEFITS: The corporate websites are intended to report the activity of the company and its products. Discuss each section the competitive advantages the company or the product bring to the market. This is what really matters to the page you have open.
- FAQ: If you wish further information or answer questions, not directly in the product or service description, make it complicated to read. Create a FAQ with common questions and answers. It is a way to give much information, easy to read and organized so that there is to read the entire text to resolve a concern.
- WRITE IN MIND THE TARGET: Do not write thinking of you, or how wonderful your product or service. Type planning to be useful for anyone to read. Identify the recipient of the text and type thinking on what it seeks.
I hope these six tips will be practical. Now that we know how you can help the eye-tracking in web design and some tips for writing practical texts for this, we can begin to analyze, in future posts, which can bring the neuromarketing to Internet world.
Do you know more keys?, Share this post commenting.
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