Neuromarketing may sound like something from the future, but really it's the most current discipline that really projects marketing campaigns to the next level. Neuromarketing itself sits actually within a number of disciplines from Marketing, Research and Neuroscience.
The key concept is that consumers don't say or tell us what they do or like, instead the majority of our choices are made in the subconscious and through our understanding Neuroscience and the brain we are able to hook into this key decision process.
There are a number of scientific grounded methodologies we can use to better understand and effectively apply Neuromarketing concepts, these include: - EEG: Measuring brain wave activity and converting to suitable metrics based on emotions. - fMRI: An indirect measurement of brain activity, based on oxygen in the blood flowing to the brain. - IAT: Allows us to measure how strong an association is between two concepts by means of reaction speed. - Eye Tracking: Measuring how and where someone looks; including any rapid eye movement. - Biometrics: Physiological response such as heart rate. - Emotion Recognition: Harnessing AI to understand emotions based on facial expression recognition. We can then apply these concepts and methods to a number of key metrics (No... not Google Analytics although we can combine both Neuromarketing and normal Digital marketing metrics to build blended data sets). Desire: Scientific term for prefrontal asymmetry; where this is high we can see an approaching motivation compared to avoidance where the metric would be low. Engagement: Indicative of the degree of which something is personally relevant to the consumer or subject. Workload: How difficult a task or item is to process for the brain. Confusion: A scale of measurement showing expectation to unexpected events. Synchronicity: Generally a measurement of several consumers or subjects who experience the same thing at the same time; the more similarity then the better the outcome. Here's an example of eye tracking in a real world scenario:
We hope you found this of interest; we're not afraid of pioneering new ways of working and at #TeamJACK we are all about driving our campaigns with data (including Neuromarketing).