The most common marketing mistake is underestimating and misunderstanding how the brain works. Most of todays marketing relies on persuasion aimed for conscious thinking, but we notice and react to advertising before being aware of it.
Neuroscience provides us with deeper insights into how consumers think, feel and make decisions than ever available before. These insights have the potential to revolutionize traditional marketing practice. Neuroscience provides us with new directions when it comes to dealing with habitual buyers or to shaping considered purchase decisions, revitalizing a mature brand, designing communication campaigns that delivers results, priming the consumer along the path to purchase, or using disruption to gain market share.
It's scientifically well established that efficient communication triggers brain activities. Neuromarketing is about using modern science and technology to better understand if, and how, these activities occur when consumers are subjected to marketing communication.
Neuromarketing works because it's based upon a more realistic understanding of how consumers' brains operate:
- It gives us insights into what's going on in peoples brain while experiencing a marketing stimulus
- It informs us how our brains’ translates those reactions into consumer decisions and behavior.
The insights of Neuromarketing are often invisible for traditional surveys and focus groups. Traditional market research struggles to understand the irrational thinking and consumer behavior. The core reason for this constant struggle is the fact that most of our thinking and behavior are highly automated and non-conscious.
The attraction of Neuromarketing lies in that it´s based on objective recordings of brain activity in specific regions that explain what we notice, what we want to explore and what we feel good about.
A traditional marketing research situation is built on answers from a respondent. When answering a question, a respondent mainly uses the conscious side of the brain. The result is that the answers often are misleading because consumers have a really hard time explaining how, and why, they did or felt something.
One of the major challenges for a marketer today is to understand consumers’ reactions to creative communication and branding. Often good ideas are watered down after traditional research or unreliable focus group and it’s very hard to create in depth understanding of which ideas are best to create the most brand equity.
One of the claimed benefits of Neuromarketing is to avoid just that, and to better secure that the communication ideas are relevant and attractive from the very beginning.
EEG is one of the most validated and powerful Neuromarketing methods. It’s safe, cost-efficient, quick and easy to use. An additional advantage of EEG is that it can be applied for many marketing situations:
- Branding: Brands are ideas in the mind that draw strength from the connections they make. EEG can create new insights of brand equity.
- Product design and innovation: EEG can measure consumer responses to new products and package designs that are automatic, emotional, and beyond our conscious awareness.
- Advertising: Much advertising influence us unconsciously. EEG explains how and can show what in a TVC is communicating and what is not working at all.
- Shopper decision-making: EEG shows how point of sale influence decisions and purchasing.
- Online experiences: EEG reveals insights on how we go about our online activities.
Straylight is authorized partner of the Finnish pioneer neuroscience company Exakti, a spin off from ground breaking neuroresearch in the Helsinki University. Exakti has developed a commercialized EEG methodology based on scientific findings. Straylight is now making that methodology available in the Nordic countries.
Neuromarketing test areas
Creating true insights by using brainscience
Neuromarketing is a great way to create knowledge about how a TV ad should be constructed for maximal performance. It shows which sequences are firing away and which are Zombies preventing the message to cut through. Time is money and every second is an investment. Neuromarketing shows how well time is used.
Distinctiveness (a brand looking like itself) is essential for brand building. Neuromarketing provides a tool that truly create insights of what symbols like colors, shapes, places, people etc. should be used to build the brand to effectively reach in and be both evaluated and memorized by the brain.
A good formulation of a Brand Value Proposition, an Ad Headline, a Point of Sale offer etc. makes all the difference because how you say thing may be just as important as what you say. Neuromarketing will show you which text formulation creates best brain activation in areas as attention and cognitive activation.
An image says more than a thousand words. And a good image says thousands times more than a bad image. Neuromarketing can show you which image and which composition in the image will create the best attention and motivation impulses. -Essential knowledge for advertising and visual identity programs.