What is neuromarketing?

It's no secret that our brains are complex. Neuromarketing can help companies to better understand the behaviors of their audiences from a neuroscientific point of view. Let's dive into the relationship between science and marketing!  

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Neuroscience is a discipline with barely 50 years of history that studies the brain from both a biological and behavioral point of view. As a result of the combination of neuroscience and marketing, neuromarketing is mainly based on the following areas:

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• Neuropsychology
• Neuroeconomics
• Neurology
• Neurosciences

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Therefore, we speak of neuromarketing as a type of market research where we apply the same techniques used by neuroscience to interpret the neural activity of users and with which we can know the unconscious response to a stimulus (product, advertisement ...). Thanks to neuromarketing we have data that cannot be obtained through traditional methods such as focus groups or surveys.  

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Why is neuromarketing important? 

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• According to David Ogilvy, "consumers don't think about how they feel, they don't say what they think, and they don't do what they say”.  

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• 85-95% of our purchases are irrational (Zaltman, Gerald. How customers think, 2004).   

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• In Dan Ariely's book "The Desire Traps", he tells us that "through science we have discovered that we are irrational human beings who rationalize things".  

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Often, we focus so much on how we can generate more sales and maximize conversions that we forget the importance of the impact they should have. We are currently so saturated with advertising that most of them go unnoticed.

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By revealing the emotional and unconscious response of the audience, we can develop strategies to have a much more effective impact. It is precisely in the brain mechanisms where, for example, we could explain why a person buys a yellow sweater after having gone for a coffee and did not buy it a week ago, when he passed in front of the same store.

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What are the advantages of applying neuromarketing? 

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Unlike traditional marketing or the use of other marketing techniques, the main competitive advantage of neuromarketing is to get the attention of our target audience in our marketing campaigns.  In addition, neuromarketing serves to:  

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• Discover new points of view. It provides a different perspective to traditional market research and studies. It allows you to measure the impact of the details of your campaign designs to discover insights on how to capture the consumer's attention, convey the most important information and create real emotional engagement with them.

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• Improve the user experience. Knowing our consumers better allows us to get closer to them and know what they think and what their needs are. This creates a better user experience, both in the buying process and in terms of design and usability, which ultimately leads to greater benefits for both the company and the user. 

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• Reinforces brand image. Neuromarketing helps to focus the company's communication and brand on the real needs of the consumer.  

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• It improves marketing success at the point of sale. It is now possible to calculate which visual elements attract the most attention and the likelihood of attracting customers to the store. 

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• Identify common and scalable behavioral patterns. Through the cause-effect of the stimuli we provide to users, we can create behavioral models that provide us with specific data to create campaigns and products optimized for our consumers. 

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Do you want to get all this? 

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With Feeder, as a FACS (Facial Action Coding System) tool, you will be able to validate your content in the easiest and fastest way. You will be able to do it from the comfort of your office or home without having to travel.

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You will discover what is the emotional impact of a certain image, what is liked and what is not, what is the expected recall of a message, among many other things. 

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Test audiovisual content during the creative process, before the content is live and thus optimize the expected return. From the point of view of facial coding, you will be able to emotionally evaluate: the rhythm, evolution, attention, impact of the story and the expected recall of the different scenes through a frame-by-frame analysis and in real time.

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What is the emotional engagement of a brand versus its competitors in a piece of content? These studies can reveal how unexpected elements can modify the emotions generated.

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Want to know more? Let's talk!

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