The use of Neuromarketing Research
Are you wondering who could need neuromarketing research and why is it useful? One scene, image, product or campaign, can be scientifically analyzed in its emotional effects. Neuromarketing companies already have metrics that enable them to be more accurate in the messages they send through their advertising and the effects they produce in emotional and also rational terms.
By tracking the response of consumers to various stimuli (pictures, videos or other visuals and sounds such as music or words), companies can tell when the stimuli aroused the consumer and estimate the degree of interest aroused by a particular ad (by looking at how it lights up the brain when viewed) and even estimate which emotions are generated by the ad (by observing which parts of the brain light up – some centers are more cognitive, some more affective or emotional).
So who could take advantage of the developments in technology and use neuromarketing research?
• Advertising agencies in different processes from storyboards with voice-over or animations, and to a greater degree in the pretest of their campaigns, to make adjustments and identify moment-by-moment the degree of persuasion, brand recall and message effectiveness, informational value, understanding, appreciation, attention and entertainment. Increasingly, neuromarketing is used by advertisers to test alternate advertisements.
• Digital media agencies (web designers) to identify the ease and pleasure of use and convert clicks into sales.
• Agencies and media departments to determine the effectiveness of hiring space in television, radio, magazines and digital media.
• Marketing departments to develop their mix of strategies, budgets, displays, point of sale material, merchandising and in the pretest of their campaigns.
• Branding departments – Neuromarketing might help in selecting brand names that resonate with consumers, as well as how strongly they feel about a brand and whether their response to a brand is cognitive or emotional.
• Departments of insights and market research to understand the triggers of preferences and other revelations of how and why consumers think what they think, do what they do and feel what they feel about their products and brands.
• Departments of product design and packaging to identify the needs are met and ease of use, preference of colors and forms and to generate emotional impact on their designs.
• Political campaign strategists to evaluate communications, proposals, debates and platforms.
• Film producers, radio and TV for their castings and editing. Testing might be used to assess interest in actors, decide between alternate endings of a movie, or select movie sequences to include in the movie trailer.
Neuromarketing research can identify unconscious consumer response and a precise and accurate knowledge about the tastes and preferences of consumers in: pre test campaigns on TV, radio, web and film; design, redesign and launch of products, brands, labels, packaging and image; choice of designs and colors in products; print magazines and outdoor advertising; copy digital testing (location content and designs websites); test taste, texture and smell; political campaigns (neuropolitics); point of sale materials and position on shelves; brand preferences; storyboards and movie trailers in order to gain the maximum effect.