We see a growing interest in using new, alternative ways to gain insight into preferences, emotions aroused and effectiveness of marketing campaigns. the benefits & challenges Why should we ask people what certain messages arouse in them when we can simply measure it in their eye movements, facial expressions or even directly in the brain?
The VLAIO TETRA project Neuromarketing by Thomas More combines knowledge from the media and marketing world (from the expertise center Sustainable Entrepreneurship and Digital Innovation) with knowledge from the psychological and psychophysiological field (from the expertise center Care and welfare – research group People and welfare). This allows us to support practice with the targeted use of the right neuromarketing techniques in the right context.
Certain neuromarketing techniques can be a promising addition to existing strategies in the marketing world, but can marketers get started with them themselves?
Dieter Struyf , Nele De Witte and Audrey Verrall also contributed to this article . It is part of a four-part series, these are the previously published articles:
Eye Tracking, EEG & More: 4 Neuromarketing Methods to Apply
How Trustworthy is Using AI in Eye Tracking? [Research]
Ethics & Neuromarketing: Take Consumer Concerns Seriously
Neuromarketing Techniques and Applications
Neuromarketing refers to measuring physiological and neural signals to gain insight into the emotions and experiences of customers. Some examples of techniques and applications:
Measuring brain activity (EEG/fMRI) : such as measuring left hemisphere dominance, linked to positive associations and attraction, when watching advertising videos.
Eye movements and visual information processing (eye-tracking) : for example, determining which elements on a poster attract and hold attention.
Facial Expressions (Emotion Detection Software) : Think of identifying emotions through facial expressions when watching or listening to a marketing message.
Activation or arousal in the body (skin conductance) : such as measuring emotional activation (linked to positive or negative emotions) when watching an advertisement.
Not all of the techniques mentioned list of saint lucia consumer email appear to be equally relevant or applicable for testing marketing messages. Apart from the quality of each analysis method, the organization or person who collects the data and performs the analyses also needs certain qualities. Hence the question, can every organization get started with neuromarketing techniques? Or is it better to leave it to the experts or scientists?
Neuromarketing: leave it to scientists?
To answer this question, we first need to look at the practical aspects of implementing neuromarketing techniques. Some of the skills you need to apply neuromarketing well actually apply to kit to build your industrial marketing plan for 2021 all the ways you gather information about how your target audience views (marketing) messages. Good research starts with the right questions.
First and foremost, it is important to choose the right questionnaire or method depending on your current questions. Do you want to know whether people find a pink or a green poster more attractive? Then it is best to simply ask them the question. Do you want to know whether people see your brand name faster on a pink or a alb directory green poster? Then it is better to use eye-tracking.
Which (neuromarketing) research techniques you will use depends on your research question. It also depends on the modality of your message (for example, measuring facial expressions is more