neuromarketing

Neuromarketing. Just about complex

In simple terms, neuromarketing is the study of the behavior of the target audience and the impact on it thanks to neurophysical research.

In fact, a lot of brain research has already been done, so at the moment it is possible to read the emotions and reactions of the human brain. This attracted the attention of marketers, because the method is really reliable and objective, which is important. Often people do not say what they think on a particular issue, and the reasons are very different. And studies provide an opportunity to basic criteria and draw appropriate conclusions.

But at the moment, not every brand has the opportunity to use neuromarketing, as this is an expensive pleasure. In the world, this option is used only by large companies, including:

  1. Pepsi.
  2. LEGO.
  3. KFC.

An example of use on the “Secret”

Some experts say that a real boom in this direction should not be expected, because customers are increasingly unable to understand what they specifically need. And in those situations where neuromarketing is used, the results of the research are not available for general review. The entrepreneur cannot understand how effective it is and whether it is worth attention.

About neuromarketing in simple words

There are some nuances

Neuromarketing includes a whole list of studies:

  1. Analysis of a person’s breathing rate, his pulse and sweating. This indicates that the person is worried.
  2. Eye tracking. Here we are talking about the movement of the eyes, and it becomes clear what a person stops looking at.
  3. Fixing facial expressions thanks to cameras and the smallest movements thanks to electromyography.
  4. Electroencephalography. In this case, electrodes are attached to the head and MRI is used to determine the brain’s response to a specific stimulus.

About the facts

Frito-lay, the brand that sells Cheetos chips, has done research to understand how viewers perceive ads. The plot suggests that the main character wants to take revenge on the girl who offended her and puts orange chips in the washing machine to her white clothes. And the results of the neurotest did not match the survey. Many said they didn’t like the ad, but research suggests that the ad made people laugh, but didn’t just admit it.