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.
Wednesday, June 20
Wednesday, June 6
To sell and loyalty
Versión en español, presione aquí
With the post "To sell better", I began a series aimed at the hard work of the trade mission. I continued: "Sell head" and "Sell with heart" in them spoke of the moments before the first visit with the client.
Today I add a new one. With this, I would like to clarify a concept essential to make effective sales calls.
There is much talk of loyalty and loyal customer. But ... What does that mean?. A loyal customer is one who consumes our product or brand (or service) of a continuous basis. It costs a lot to a customer, which is much more interesting to sell many times a loyal customer, to do new customers. So far, nothing new.
But ... What has to happen for a client to become faithful?. Loyalty is an emotional bond between the customer and the brand that offers the product or service. We stopped being just customers and become faithful when more than the functionality of the product itself unites us. Loyalty is something you feel.
Why would anyone eat always a particular toothpaste?, There are many on the market ... So feel to it. Or their property, or his color, no taste, so they feel when they are brushing their teeth with it.
When we consume a product that we have loyal brand, our brain acts much like when we fell in love with someone else. But it is an inert object, lifeless, but is the same. When we fell in love with someone, do not attend to reason, we like to be with that person so that makes us feel. When we are faithful to a brand, we are by what we feel when we consume when we bought it. It does not matter whether or not the best in the market, is the brand that "we love".
When we first business visit to a client, this probably does not know anything about the product or brand, or price. We are the ones who are going to talk about it all. But not with our words. Let's do it with our actions, our speech, dress, with the degree of conviction we show when talking about what we sell. If in addition to selling, we have loyal customers, we must take into account many factors that the simple product or a visit.
So we had to spend time preparing for the visit. So we learned things from our customers, so sell not to count things go. You get to create links.
Loyalty is not achieved in one visit, but the first will set all the others. Our brain is lazy by nature, can’t remember everything. We receive so much information every day, every minute, every second, not "have room" to remember everything. Our brain remembers better the beginning and end of everything you store.
The first visit is key, is part of the principle of customer relations. The first part of the first visit will mark all the others. Will it make us to fall into oblivion or that the client is raised to do business with us.
When a couple is looking for the first time in a disco, are deciding if your relationship is a simple look or something else. When we first came to see the client, we determine if we will ever buy, always or none. Of course it depends on other factors to be discussed, but the first moments will be decisive.
As I said, rightly, the announcement, the first impression remains, but what can we cause it?. Undoubtedly the best way is with a smile. The laughter and smiling interesting activate mechanisms which I will discuss in the next post in the series.
With the post "To sell better", I began a series aimed at the hard work of the trade mission. I continued: "Sell head" and "Sell with heart" in them spoke of the moments before the first visit with the client.
Today I add a new one. With this, I would like to clarify a concept essential to make effective sales calls.
There is much talk of loyalty and loyal customer. But ... What does that mean?. A loyal customer is one who consumes our product or brand (or service) of a continuous basis. It costs a lot to a customer, which is much more interesting to sell many times a loyal customer, to do new customers. So far, nothing new.
But ... What has to happen for a client to become faithful?. Loyalty is an emotional bond between the customer and the brand that offers the product or service. We stopped being just customers and become faithful when more than the functionality of the product itself unites us. Loyalty is something you feel.
Why would anyone eat always a particular toothpaste?, There are many on the market ... So feel to it. Or their property, or his color, no taste, so they feel when they are brushing their teeth with it.
When we consume a product that we have loyal brand, our brain acts much like when we fell in love with someone else. But it is an inert object, lifeless, but is the same. When we fell in love with someone, do not attend to reason, we like to be with that person so that makes us feel. When we are faithful to a brand, we are by what we feel when we consume when we bought it. It does not matter whether or not the best in the market, is the brand that "we love".
When we first business visit to a client, this probably does not know anything about the product or brand, or price. We are the ones who are going to talk about it all. But not with our words. Let's do it with our actions, our speech, dress, with the degree of conviction we show when talking about what we sell. If in addition to selling, we have loyal customers, we must take into account many factors that the simple product or a visit.
So we had to spend time preparing for the visit. So we learned things from our customers, so sell not to count things go. You get to create links.
Loyalty is not achieved in one visit, but the first will set all the others. Our brain is lazy by nature, can’t remember everything. We receive so much information every day, every minute, every second, not "have room" to remember everything. Our brain remembers better the beginning and end of everything you store.
The first visit is key, is part of the principle of customer relations. The first part of the first visit will mark all the others. Will it make us to fall into oblivion or that the client is raised to do business with us.
When a couple is looking for the first time in a disco, are deciding if your relationship is a simple look or something else. When we first came to see the client, we determine if we will ever buy, always or none. Of course it depends on other factors to be discussed, but the first moments will be decisive.
As I said, rightly, the announcement, the first impression remains, but what can we cause it?. Undoubtedly the best way is with a smile. The laughter and smiling interesting activate mechanisms which I will discuss in the next post in the series.
Wednesday, May 23
The shopping experience inside the company: the emotional salary
Versión en español, pulse aquí
When we talk about neuromarketing we think of the relationship between customer and company. But the truth is that it also has application within the organization itself, in what is often called internal customers.
Without entering into controversy over definitions of this term, I usually say that all members of the company are internal customers of other members who, in turn, so are others. That is, each and every one of that make a company are.
In my last post, I introduced the term: Shopping Experience, as the experience (positive or not) that a customer experiences with the company you purchase products or services, through all sales channels. This practice serves to distinguish one from another supplier and, therefore, to loyalty (if positive).
Well, this experience is not only between client-company. Also occurs between internal customers within the organization.
The Shopping Experience evokes the buyer values, which are those of the organization brand. If they already live among members of the corporation, will be much easier to let them reach customers.
I said that the shopping experience helped retain consumers, creating an emotional connection between them, but what the internal customer?, Do you also loyalty, is it necessary that loyalty?.
Yes is the answer to all three questions. We live a hard time doing that companies can not use the same tool they used years ago to loyalty employees. I'm talking about salary. Just four or five years, we saw how, given the scarcity of candidates, companies start offering high salaries for other employees and, in turn, try to remain in their own as long as possible.
Today there is no budget to maintain this practice but also know that just as the price is not a good tool for sales loyalty, neither is the salary for employees.
There is always someone who will sell cheaper than you. Someone will offer you the person you do not want to leave, rather than what you can offer. So what to do to loyalty employees?.
So we do to retain customers. If the Buying Experience helps create an emotional bond that is responsible for the loyalty, the emotional bond between employer-employee is also a powerful tool to help maintain this.
This is what some are calling "emotional salary". This is just the set of relationships and experiences that each member of the organization has with the rest. There will always be another company that can offer more money to an employee, but what he lives within the same with his companions, with the team, with its connection with the project, with the values of the brand with customers, is unique and unique (for better or for worse, in this case).
The Shopping Experience, start to live within the organization not only come faster to the customer, but will loyalty the members of this with the company.
When we talk about neuromarketing we think of the relationship between customer and company. But the truth is that it also has application within the organization itself, in what is often called internal customers.
Without entering into controversy over definitions of this term, I usually say that all members of the company are internal customers of other members who, in turn, so are others. That is, each and every one of that make a company are.
In my last post, I introduced the term: Shopping Experience, as the experience (positive or not) that a customer experiences with the company you purchase products or services, through all sales channels. This practice serves to distinguish one from another supplier and, therefore, to loyalty (if positive).
Well, this experience is not only between client-company. Also occurs between internal customers within the organization.
The Shopping Experience evokes the buyer values, which are those of the organization brand. If they already live among members of the corporation, will be much easier to let them reach customers.
I said that the shopping experience helped retain consumers, creating an emotional connection between them, but what the internal customer?, Do you also loyalty, is it necessary that loyalty?.
Yes is the answer to all three questions. We live a hard time doing that companies can not use the same tool they used years ago to loyalty employees. I'm talking about salary. Just four or five years, we saw how, given the scarcity of candidates, companies start offering high salaries for other employees and, in turn, try to remain in their own as long as possible.
Today there is no budget to maintain this practice but also know that just as the price is not a good tool for sales loyalty, neither is the salary for employees.
There is always someone who will sell cheaper than you. Someone will offer you the person you do not want to leave, rather than what you can offer. So what to do to loyalty employees?.
So we do to retain customers. If the Buying Experience helps create an emotional bond that is responsible for the loyalty, the emotional bond between employer-employee is also a powerful tool to help maintain this.
This is what some are calling "emotional salary". This is just the set of relationships and experiences that each member of the organization has with the rest. There will always be another company that can offer more money to an employee, but what he lives within the same with his companions, with the team, with its connection with the project, with the values of the brand with customers, is unique and unique (for better or for worse, in this case).
The Shopping Experience, start to live within the organization not only come faster to the customer, but will loyalty the members of this with the company.
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, April 25
The purchase button does not exist: demystifying the neuromarketing
Versión en español, pulse aquí
After many articles explaining what is neuromarketing and what contributes to different fields of marketing world, I think it's time to explain what its not neuromarketing.
Everything new has a lot of myths around fueled by fear of the unknown. Neuromarketing is a new and unfamiliar. Neuromarketing is a generator of myths and legends.
Some forums even maintains that neuromarketing intends to sell against the will of the buyer or looking like forcing us to buy through the unconscious.
Anyone who thinks we're going to give you the magic formula to sell anything to anyone, even against their will, this is not possible.
Neuromarketing, as seen in previous articles, which makes is to apply knowledge gained from neuroscience to marketing. Does neuromarketing relationship with the unconscious?. Yes, neuromarketing and much of our daily activity depends on our unconscious. But one thing is to study nonconscious processes to better understand human behavior (the purchase is a behavior) and quite another to manipulate the individual from the unconscious to force a conscious act.
You can not control people and force them to something they do not want. At most (and there are a lot of myths about it) through hiponosis sophrology and behaviors can be induced, but obviously no marketing action hypnotize anyone.
The neuromarketing study human behavior in the purchase. Measure the response to stimuli such action to better understand and apply the findings to make marketing more effective. To create shopping experiences. But neither manipulates nor obliged nor will it is impossible.
Neuromarketing is a science, new, yes, but science. Born from the application of neuroscience to economics (neuroeconomics). Study habits, behaviors measured. As neuroscience studying reactions in our brain with techniques of the health sector. But one thing is to study the brain and other handling. Study it is possible and brings new insights to make better and more effective marketing. The latter can not.
So, as I said in the title, sorry to say that the buy button, that method in order to sell at all costs, even against the will of the buyer, it is has not been discovered yet, is that not going to find because you can not find something that does not exist.
After many articles explaining what is neuromarketing and what contributes to different fields of marketing world, I think it's time to explain what its not neuromarketing.
Everything new has a lot of myths around fueled by fear of the unknown. Neuromarketing is a new and unfamiliar. Neuromarketing is a generator of myths and legends.
Some forums even maintains that neuromarketing intends to sell against the will of the buyer or looking like forcing us to buy through the unconscious.
Anyone who thinks we're going to give you the magic formula to sell anything to anyone, even against their will, this is not possible.
Neuromarketing, as seen in previous articles, which makes is to apply knowledge gained from neuroscience to marketing. Does neuromarketing relationship with the unconscious?. Yes, neuromarketing and much of our daily activity depends on our unconscious. But one thing is to study nonconscious processes to better understand human behavior (the purchase is a behavior) and quite another to manipulate the individual from the unconscious to force a conscious act.
You can not control people and force them to something they do not want. At most (and there are a lot of myths about it) through hiponosis sophrology and behaviors can be induced, but obviously no marketing action hypnotize anyone.
The neuromarketing study human behavior in the purchase. Measure the response to stimuli such action to better understand and apply the findings to make marketing more effective. To create shopping experiences. But neither manipulates nor obliged nor will it is impossible.
Neuromarketing is a science, new, yes, but science. Born from the application of neuroscience to economics (neuroeconomics). Study habits, behaviors measured. As neuroscience studying reactions in our brain with techniques of the health sector. But one thing is to study the brain and other handling. Study it is possible and brings new insights to make better and more effective marketing. The latter can not.
So, as I said in the title, sorry to say that the buy button, that method in order to sell at all costs, even against the will of the buyer, it is has not been discovered yet, is that not going to find because you can not find something that does not exist.
Wednesday, April 11
The Neuromarketing in advertising
Versión en español, pulse aquí
As I said in previous articles neuromarketing provides tools to measure emotional stimulus in all areas of marketing. In advertising, off course too.
Using tools such as fMRI or EEG (discussed in my last post) and combined with eye-tracking measurement of heart rate and galvanic skin response (to measure sweating), we know much more precisely how viewers react to different stimuli commercials.
So, add or remove sheets prior to issuance of the notice itself. The media time is expensive. Knowing the effectiveness of the ad before the agencies will issue more productive and more effective campaigns. All thanks to neuromarketing.
One of the best known examples of neuromarketing in advertising is the famous announcement "balls" Sony Bravia.
Until then, Sony had launched several campaigns to differentiate the color of their TV over the competition. But with poor outcome. Was the announcement that after a collaboration with a neuromarketing lab which was the expected success.
In its realization using fMRI and EEG to measure reactions in the minds of viewers over time and know the impact they had on each plane. On the spot there is nothing to chance. Let's see it and comment, then the most interesting.
What paints a frog in?. The amphibian's image is not random. The lab studied the reaction of this ad with the background without it. It is perhaps the most emotional spot evokes. It's like they say "a real rush."
Two other "rush times" in the sequence. This is the first sequence (the city with the guitar sound) and the appearance of the word "color" with the slogan: "Like No Other" and television. Getting, well, Sony associate their brand with positive emotional stimuli differentiating attribute: color.
Another key to success of this announcement is music. I've said on other occasions the advantages of music by the strong character reminiscent of the hearing. Music, of course, the composer: José González.
If you look to capture the viewer's attention at all times in each sequence where balls are many, just one, to the center, color is not flat and you can see it rotating. This view focuses on the element that stands out from others, preventing the viewer is "red herring" the theme of the ad.
To do the study, the lab used the techniques described in a sample of 45 people.
The Neuromarketing contributes to improving productivity in the agencies, making them more effective in their campaigns. Science and marketing together to measure emotional stimulus, unthinkable before neuromarketing.
PS Here, for those who want to continue enjoying the famous ad from Sony, I leave the making off.
And the long version of the ad:
As I said in previous articles neuromarketing provides tools to measure emotional stimulus in all areas of marketing. In advertising, off course too.
Using tools such as fMRI or EEG (discussed in my last post) and combined with eye-tracking measurement of heart rate and galvanic skin response (to measure sweating), we know much more precisely how viewers react to different stimuli commercials.
So, add or remove sheets prior to issuance of the notice itself. The media time is expensive. Knowing the effectiveness of the ad before the agencies will issue more productive and more effective campaigns. All thanks to neuromarketing.
One of the best known examples of neuromarketing in advertising is the famous announcement "balls" Sony Bravia.
Until then, Sony had launched several campaigns to differentiate the color of their TV over the competition. But with poor outcome. Was the announcement that after a collaboration with a neuromarketing lab which was the expected success.
In its realization using fMRI and EEG to measure reactions in the minds of viewers over time and know the impact they had on each plane. On the spot there is nothing to chance. Let's see it and comment, then the most interesting.
Two other "rush times" in the sequence. This is the first sequence (the city with the guitar sound) and the appearance of the word "color" with the slogan: "Like No Other" and television. Getting, well, Sony associate their brand with positive emotional stimuli differentiating attribute: color.
Another key to success of this announcement is music. I've said on other occasions the advantages of music by the strong character reminiscent of the hearing. Music, of course, the composer: José González.
If you look to capture the viewer's attention at all times in each sequence where balls are many, just one, to the center, color is not flat and you can see it rotating. This view focuses on the element that stands out from others, preventing the viewer is "red herring" the theme of the ad.
To do the study, the lab used the techniques described in a sample of 45 people.
The Neuromarketing contributes to improving productivity in the agencies, making them more effective in their campaigns. Science and marketing together to measure emotional stimulus, unthinkable before neuromarketing.
PS Here, for those who want to continue enjoying the famous ad from Sony, I leave the making off.
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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