Versión en español, pulse aquí
Both the tools and the methodology used neuromarketing has many applications. Study the effectiveness of commercials, the websites, or merchandising, are some of the already discussed in this blog. You can also apply, perfectamete, the shopping experience or even the communication skills of people.
Oratory and the ability to present ideas in public is something that worries the man in a while. Greeks and Romans studied and taught this art. After them, many media experts have studied how to effectively communicate messages with the word and nonverbal language.
Neuromarketing also has tools to help in these competitions. The same techniques we use to analyze and test the effect produced by a particular image viewer, we can apply them to the audience of a speaker, even the speaker himself.
Thus, we know if this is producing the desired effect, ie, its message is not only being heard but that is thrilling the listener, so much that makes living in your mind is telling the story.
Applying these techniques on the speaker and see the effects they produce in the present, we can train more effectively the first to get exciting the second.
There are numerous methods to train this ability and numerous authors over the years, have been studied. Today, neuromarketing that provides tools for more effective training.
Thanks to these techniques, we can check if a message is bringing joy, sadness, rejection, is reminding or build a mental picture of what is being told. We can also consider whether he, with his non-verbal is expressing what they say their words.
Thus, by comparing the measurements of these tools on the speaker and the audience, we can work on those skills that are not being as effective as we should.
The oral presentation, today, remains an essential tool for communicating marketing. They do daily business, marketing managers, sales managers and anyone in front of an audience, more or less numerous, have to praise the advantages of the solution presented. The neuromarketing offers coaches and trainers in this field tools that will make their work more effective.
Showing posts with label EEG. Show all posts
Showing posts with label EEG. Show all posts
Wednesday, June 20
Wednesday, May 9
Shopping experience: key to selling and loyalty
Versión en español, pulse en este enlace
Merchandising is the part of marketing that will optimize the placement of the articles in the shopping areas to facilitate and encourage the act of purchase.
The cash and carry type surfaces, the placement of items is critical to business success. Neuromarketing aims to measure the reaction of buyers in various commercial distributions to deduce, so what is the best.
In this case EEG is often used in combination with eye-tracking. The second tracks the eye movement, while the first measure which areas are activated in the brain of the potential buyer.
So with the union of these two techniques, we know what happens at the buyer's mind when looking at a particular location.
Of course, everyone is different. Make a study of this type with a single individual implies that the findings may not apply to an entire market. So choose a representative sample of the target remains key in such studies.
It is also important, get the person who participated in the test to behave naturally. That is, their behavior does not influence the knowledge that is participating in a test. This is one of the biggest challenges currently for neuromarketing. Changes are needed to improve both the systems used as in the protocols.
However, despite the difficulties discussed above, we are now able to offer studies whose findings are closer to reality than those obtained without the use of neuromarketing, thanks to a combination of techniques that I mentioned above.
But only not the location of items affect sales. Also the environment. Currently there is a trend of neuromarketing study with the combination of product placement, lighting and music retail space at the point of sale.
The current marketing attempts to reach the customer through every way possible. Thanks to these studies, conclusions are obtained as follows:
- Lighting plays a key role. So the same product, in the same location, has become more attractive if the light incident on the area where it is located. Not directly about the product. Playing with lighting can get that cold areas cease to be and become hot.
- Music influences act of purchasing. So there are musical styles that help sell products. Maintaining placement and lighting and changing the music, we see how we tend to buy certain products as we are hearing.
Placement is important, yes, but not the only thing that must be taken into account to ensure that the client live shopping experience. To this we must combine music, lighting and corporate values. Also flavors.
In next post will deal with more depth how to combine these elements, including other flavorings, to get buyers to live a unique shopping experience.
Is it possible to differentiate exactly selling the same products than the competition?. Of course it can. If we can get our customers a unique experience with the purchase, they will come to us attracted to it. The shopping experience is even more important than the product itself. The same product can be sold elsewhere, but what the buyer lives in our facilities is unique and characteristic of ours, for better or for worse.
Designing a proper shopping experience to our target and succeed still selling as well as others, are two roads that run parallel.
Merchandising is the part of marketing that will optimize the placement of the articles in the shopping areas to facilitate and encourage the act of purchase.
The cash and carry type surfaces, the placement of items is critical to business success. Neuromarketing aims to measure the reaction of buyers in various commercial distributions to deduce, so what is the best.
In this case EEG is often used in combination with eye-tracking. The second tracks the eye movement, while the first measure which areas are activated in the brain of the potential buyer.
So with the union of these two techniques, we know what happens at the buyer's mind when looking at a particular location.
Of course, everyone is different. Make a study of this type with a single individual implies that the findings may not apply to an entire market. So choose a representative sample of the target remains key in such studies.
It is also important, get the person who participated in the test to behave naturally. That is, their behavior does not influence the knowledge that is participating in a test. This is one of the biggest challenges currently for neuromarketing. Changes are needed to improve both the systems used as in the protocols.
However, despite the difficulties discussed above, we are now able to offer studies whose findings are closer to reality than those obtained without the use of neuromarketing, thanks to a combination of techniques that I mentioned above.
But only not the location of items affect sales. Also the environment. Currently there is a trend of neuromarketing study with the combination of product placement, lighting and music retail space at the point of sale.
The current marketing attempts to reach the customer through every way possible. Thanks to these studies, conclusions are obtained as follows:
- Lighting plays a key role. So the same product, in the same location, has become more attractive if the light incident on the area where it is located. Not directly about the product. Playing with lighting can get that cold areas cease to be and become hot.
- Music influences act of purchasing. So there are musical styles that help sell products. Maintaining placement and lighting and changing the music, we see how we tend to buy certain products as we are hearing.
Placement is important, yes, but not the only thing that must be taken into account to ensure that the client live shopping experience. To this we must combine music, lighting and corporate values. Also flavors.
In next post will deal with more depth how to combine these elements, including other flavorings, to get buyers to live a unique shopping experience.
Is it possible to differentiate exactly selling the same products than the competition?. Of course it can. If we can get our customers a unique experience with the purchase, they will come to us attracted to it. The shopping experience is even more important than the product itself. The same product can be sold elsewhere, but what the buyer lives in our facilities is unique and characteristic of ours, for better or for worse.
Designing a proper shopping experience to our target and succeed still selling as well as others, are two roads that run parallel.
Wednesday, March 28
Discovering the mind of the consumer.
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.
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.
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