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Neuromarketing
Just like it says, Neuromarketing Science & Business Association (NMSBA), the leading global association of Neuromarketing professionals, Neurosciences of the consumer in general and neuromarketing in particular, study what emotions are relevant in the decision making process for consumers and use this understanding to improve the efficiency of marketing.
To that effect, we use neuroscientific tools adapted for Market Research.
In particular, it obtains brain activity measurements coming from consumers’ neurophysiological responses to marketing stimuli. It is related to responses coming from the mental processes which the subjects being studied are not even aware of.
This information, invisible from the outside and information that the consumer himself does not know, extends and perfects what is verbally expressed or written from traditional research techniques (Focus Groups, Interviews, Surveys, etc.).
Neuromarketing allows us:
To have access to a new area
of information about the consumer, previously inaccessible until now.
of information about the consumer, previously inaccessible until now.
To evaluate unconscious reactions of the consumer.
This is important because 85% of decisions made by consumers are not conscious.
This is important because 85% of decisions made by consumers are not conscious.
Incorporate an unbiased and trustworthy system to measure emotions and principle mental processes.
Add implied information captured by Neuromarketing to the communicated explicit information by the consumer allowing for a more complete analysis.
Metrics that ADVANCED obtains
These metrics don’t substitute data coming from traditional Qualitative and Quantitative techniques, but complements and perfects them. In fact, the best results about predictions of consumer behaviour are achieved through the integration of Neuromarketing techniques with traditional Market Research techniques.
Emotional Metrics
Emotional response has a basic component in the form of physiological responses produced by a situation. These physiological responses are what is evaluated and have a range of variation which goes from calm to excited, passing through the levels in between.
It is a similar type of response but refers to a moment or one-off stimulus, instead of a situation.
This refers to the characterisation of emotions: positive or negative. The level of attraction or rejection generated by a stimulus or an experience. It fluctuates between the extreme levels of pleasantness and the unpleasantness.
Cognitive Metrics
Degree of use of cognitive resources to process the stimulus.
Cognitive process related with the formation of future memories. Degree of codification and retention in the memory.
Degree of implication or involvement with the stimulus. Connection of the subject with the stimulus.
Other Metrics
From the Eye Tracker the visual attention pattern of a stimulus is established, identifying the elements which catch the subject’s attention. Eye movement is analysed and the visual attention given to each element of the stimulus.
Degree of association of diverse attributes to a concept. It measures the strength of unconscious associations of the consumer’s brain to different characteristics. These associations are automatic and involuntary.
