02 / NEUROMARKETING & USER BEHAVIOR

Neuromarketing is an increasingly emerging marketing-area that combines behavioral- and neuroscience with commercial marketing.

Neuromarketing is an increasingly emerging marketing-area that combines behavioral- and neuroscience with commercial marketing. It is by far one of the most valid data channels when it comes to tracking marketing efficiency, because through EEG and Eye tracking we can enter the subconscious of your target group(s). Over 80% of all stimuli, we are exposed to, we process subconsciously, wich means that asking people what they think often will give you unvalid/polluted data.

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!

APPLY SCIENCE

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.

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Frequently Asked Question

What is Neuromarketing?
Neuromarketing is the application of neuroscience to marketing activities and focuses on the psychology and brain physiology behind consumer decision-making.
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.
Is Neuro-science and Behavioral-science the same?
It’s not exactly the same, but it overlaps. Behavioral science is a wider scientific field where neuro science is a part of that field.
What is Heat-Mapping?
Heat mapping is automatic attention, which means that it shows what the a subjects eyes automaticly get’s drawn to. It’s visualized by a heat and fog map so it’s easy for you to see, what elements the informants see or more importantly what they don’t see.
Do you use fMRI or EEG when scanning respondents?
We always use EEG partly because EEG is mobile wich means that participants can wear them on location. Not only does that give us more valid data, because they are in a natural enviroment and not in a clinical observation context. It also makes us able to study peoples ractions to for instance a shopping mall. We can bring EEG everywhere so that we can test all kind of decision enviroments. Today EEG is also so advanced that it gives us the information we need, in order to map the descision making process. Finally it’s cheaper than fMRI and therefore affordable.
Should my business use Neuromarketing?
Of course our short answer would be yes, because you are narrowing down the marketing-mistakes that you are probably making today. That being said it’s not fit for all marketing budgets – obviously you need to have some “spending money” to do the tests. However, today we also have smaller neuromaketing solutions that are more affordable – to accommodate the demand and also to make some of the processes quicker and more “automatic”.
Is Neuromarketing concerned with manipulating consumers?
No, because its not about manipulating but optimizing and understanding how communication works. Neuromarketing helps us to strategize and act smarter and invest the billions of dollars the market already spends on marketing, a bit more wisely.
What is Eye-Tracking?
Eye tracking consists of sensors, algorithms and projectors which makes us able to follow the eyes focus point and therefore see what the person focus on when walking in a super market, whatching a trailer, looking at a website and so on. Combining that with EEG you connect the focus points to cognitive and emotional responses and see what exactly trickers the responses.