By Dr Simone Ravicz
Consumer Neuroscience: Marketing With the Help of the Brain
The application of neuroscience, or the study of the nervous system and the brain, is springboarding from the realm of research and medicine to many other areas, from economics (neuroeconomics) to marketing (consumer neuroscience). While it might just all sound too far-fetched to you, this newest form of market research is more likely to be good common business sense that you should really learn about.
Consumer neuroscience explores how the brain reacts to typical marketing information, such as brand, point-of-sale information, advertising, packaging and the like. The usual method of gathering marketing data by asking consumers questions will likely remain of value. However, how it is increasingly being done in laboratories these days looks nothing like the more traditional way.
What is being studied about people are their brainwaves and eye movements. Subjects wear wired caps on their heads which reveal EEG data or information about electrical impulses along the scalp. This data about the subjects’ brainwaves provides information about how much attention is being paid when watching a commercial or looking at a product. In addition, the eye movement data communicates just what the subject is specifically looking at...(Read more.)
Read the rest of this post, “Marketing With the Help of the Brain,” by Dr. Simone Ravicz, by clicking HERE.
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