Making decisions used to be simple. Consumers are flooded with information today. Even the most basic goods sail aimlessly in a sea of possibility. For instance, the United States is the exclusive source for over 80 brands of bottled water. Even worse, Interbrand uniformity is common in the water industry because tasteless products can only have so much variation. What then prompts a consumer to choose Aquafina over Evian? There isn’t really a simple solution. Any combination of these factors, as well as the product’s packaging, shelving arrangement, user reviews, and brand reputation, could be responsible.

Making a logical purchase amidst the sea of possibilities is more than challenging—it is impossible. Almost any product can be used to apply this rule. As a result, customers make the majority of their decisions without using conscious thought. However, the majority of marketers still carry out their market research using conventional methods (focus groups, questionnaires, etc.). Why would we rely on what consumers say to guide our marketing and advertising efforts if we assume that they are unable to consciously explain the reasons behind their purchasing decisions? Simply said, neuromarketing is the only method for gathering data from the subconscious, the origin of human decision-making.

Definition: In a nutshell, neuromarketing is a branch of commercial marketing communication that uses neuropsychology to improve market research. The study of customers’ mental, emotional, and sensorimotor responses to marketing-related triggers is known as neuromarketing.

The inability to instantly identify how neuromarketing can be incorporated into current business operations contributes to some of the confusion surrounding the topic. The issue is that because neuromarketing has so many applications, most justifications for its usefulness are often hazy and ambiguous, which only serves to increase uncertainty. Although initially perplexing, the versatility of neuromarketing is also its greatest strength. Almost any research question that marketers may have regarding their product may be addressed in practice using neuromarketing, including some that can’t be addressed using more conventional marketing research methods. 

To evaluate whether the final branding of an advertisement is being stored in long-term memory, for instance, one brand might utilize SST, whilst another brand might use the same technology to tailor their commercial for mobile platforms. Neuromarketing has numerous applications. The methodology and technology to be used in neuromarketing research are defined by the research issues, not the other way around. These are only a handful of the main uses of neuromarketing: 

• Product design testing
• UX/website testing
• Audio branding testing
• Rebranding
• Multi-screen ready/cross-platform testing
• Second by second optimization of TV advertisement

Even though it may seem unbelievable, a neuromarketer’s profession involves using the same tools used to study Alzheimer’s disease for marketing purposes. Neuromarketers mostly use two techniques: EEG (electroencephalogram) and fMRI (functional magnetic resonance imaging) scans. 

• EEG: On the other hand, an electroencephalogram, which monitors brain-cell activity, comprises several electrodes connected to the subject’s scalp.
• fMRI: This clever device detects variations in brain blood flow while the subject is lying inside a huge doughnut-shaped machine.

However, neuromarketers do not need to rely on extremely expensive and complicated technologies because the simple webcam can, with the use of AI, measure the physiological proxies of the brain, such as eye movement and facial expressions. A typical neuromarketing study experiment might involve intently following a participant as they watched a brand-new Coca-Cola commercial, for instance. While they saw the advertisement, a number of physiological factors, such as: 

• Slight changes in the facial muscles: Facial expression coding is a technique for identifying our emotions, and it can be used to track how you feel about an advertisement.
• Eye movements: The subjects that are focused on throughout an advertisement, such as the people, things, and brands, can be monitored using special glasses, cameras, and even webcams.
• Pupil dilation: One of the important brain responses that marketers look for is arousal, which is frequently found when pupils dilate.
• Other physiological responses: To determine whether an advertisement motivates a person or not, other physiological reactions such as breathing rate, heart rate, and skin conductivity are tracked.

• Game of Thrones: This study sought to determine if viewers find audio or video content to be more engaging. Researchers used the identical audiobook and video Game of Thrones scenes to examine participants’ physical reactions in order to determine this. The audiobook increased skin conductivity, body temperature, and heart rate while the video was found to be 15% more entertaining.
• Chips Ahoy: The brand’s staff conducted research and learned critical information on the product’s packaging. Marketers discovered that the brand’s choice of improper colors made it impossible for customers to read. The company used eye-tracking technology to solve the problem and identify the ideal design. The Chips Ahoy team presented various design ideas and, depending on the feedback, selected the best one. The brand improved the wording, image, and colors while also changing the container.

There are several advantages to neuromarketing and good reasons to use it. Think about implementing our strategies to increase your company’s sales and revenue.

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