With EEG and Eye Tracking we suddenly have access to the 80% that was once hidden for us and that makes us able to analyse what works, how it works and why it works!
It is the application of neuroscience to marketing disciplines and includes the use of brain imaging, scanning or similar brain activity measurement technology to get in-sights to individuals neurological response to products, user experience, print and other marketing products. As nearly 95% of human decisions are made sub-consciously, neuroanalytical methods reveal brain responses that the respondents themselves cannot be conscious of. This means that neuromethods can reveal learnings that self-reporting on focus groups, qualitative interviews or surveys do not offer.
NEURO IS SPECIFIC
In essens all marketing activities are neurologically tuned in some way. As all marketing ultimately seeks to change behavior by stimulating the recipients brains to show a certain behavior or buy a certain product. However this would be like saying that everything is communication within the marketing industry – since it ultimately is just that – but that doesn’t help us in regards to defining the area and neuromarketing is therefore in our company all the activities that incorporates technology to analyze existing data or to qualify new testing.
What is Neuromarketing?
It is not concerned with ’finding the consumers un-conscious buy-button’ but rather concerned with understanding and communicating in the best possible manner to a given audience – and it’s about curiosity and understanding the behavior of the human brain to qualify and use that knowledge in advertising and marketing operations.