Neuromarketing is the study of the human brain that aims to inperpret the impact of marketing stimuli, by observing and interpreting human emotions using specialized equipment including fMRIs, EEGs, and advanced biometric sensors to measure a subject’s response to specific products, packaging, advertising, or other marketing elements. In some cases, the brain responses measured by these techniques may not be consciously perceived by the subject, making, the data more revealing than self-reporting on surveys or in focus groups.
Since much of our decision making occurs subconsciously, neuromarketing has given companies a scientific way to take a deeper look at what motivates their customers’ nonconscious minds.
Today’s research in the field of neuromarketing has brought to light how human emotions drive and influence us; from how we perceive a brand’s visual identity, such as its logo, colors, fonts, and packaging, and how they translate into buying decisions. Neuromarketing cuts through the obscurity and the guesswork and gets down to the biological mechanics of consumer thinking.
The principles of neuromarketing are that human decision-making, consumer buying behaviors, and the choices they ultimately make are not so much a conscious process, but instead, an emotional process where the brain uses shortcuts to accelerate the decision-making process.
As the purpose of marketing, in general, is to produce the desired response that will lead the consumer to purchase a product, neuromarketing is essential to all marketing campaigns and more importantly to sales. Since sales relies so heavily on effective marketing, neuromarketing has proven to be an invaluable tool for brands.
Neuromarketing tests are extremely costly, and individual businesses don’t generally want to incur the expense. The cost of the machinery, the specialists, the test groups, and the scope of the undertaking make for a pretty hefty bill. That’s why Vast Marketing Solutions has made it our job to stay on top of the latest research and studies coming from leading Universities and specialists in the fields of psychology and neurology, as well as industry thought leaders to gather all of this information and pass it on to you. We break down the science behind neuromarketing to help you formulate the ultimate marketing and branding methods that allow you to implement cutting edge information to establish strategies that will captivate your target market.
Businesses can apply neuromarkeing practices in to product design, enhancing promotions, creating effective advertising, developing innovative and targeted marketing campaigns, determining ideal product pricing, as well as how to optimize retail store designs - all the while improving the consumer experience as a whole.