Aimed at professionals who want to learn to develop innovative communication strategies. It features one of the first chapters of Buylogy Martin Lindstrom consumers when they are asked, they lie about why they choose one or the other products. Why perhaps they fail products coming on the market so as majority behind them when there are so brainy market research? "What we know now is that what people respond to surveys and focus groups does not correspond to the truth of their behavior," he writes. Behind the purchasing decisions of products are not only tangible and logical things that consumers do or think or facts with which the products and their consumers relate. Emotions, subjective impulses, have a very important bearing on what buyers do and emotions and impulses can not really be measured making use of a survey with five answer choices.
In fact, sometimes it prevents rational thinking, so to speak, to see the forest. In his book Lindstrom speaks of a study into the habits of smoking and the effects of advertising awareness of health had on consumers. Surprisingly, all these warnings about smoking is bad had a completely opposite effect, because instead of creating fear in the citizens appealed to their area of adventure, living on the edge. How Lindstrom knew? The answer, the source of this startling information, was in neuroscience. Lindstrom measured the brain responses of subjects participating in the study to stimuli associated with the consumption of snuff. Warning messages or suppress the urge to smoke or created fear in fact, he discovered, activated the so-called point forward, the part of our brain that lights up when you want something.
Consumers who participated in the survey, by the way, had secured in their questionnaires that all the warnings made them think about quitting the snuff. Indeed, never would.
Studying the brain and how to make decisions of consumers, it has become a key part to understand and to understand what they really want, feel or think when they see a product. Neuroscience has become an emerging study of human nature and their application to the relationship of consumers with brands, neuromarketing, has emerged as an emerging concept in the world of advertising. As the example put forward by Lindstrom shows, neuromarketing can banish mistaken beliefs and understand much better what that leads consumers to seize the things they buy.
Examples of companies that have used neuromarketing to better understand their consumers or to create advertising campaigns that are more attractive and functional are varied and often show all positive results as to underpin the idea that neuromarketing is the next great revolution in the world of advertising.
So, neuromarketing has discovered realities as varied as the name that is given to products and their descriptions make the perception people have of them varies (that is what we have shown different studies at Cornell University) until the physical space occupied by the price of a product changes how you perceive the same. The range of actions that can change how the brain responds to a consumer product or a brand are very wide and varied. Smile influence from the seller to the music we listen to while doing the purchase.
Why they need neuromarketing
A marks not only interested better understand consumers, but also want to create ever more powerful and more effective in connecting with the consumer messages. Buyers are under more commercial incentives than ever. In his day they are impacted more and more brands and have learned to ignore them.
According to a study of Goo Technologies / Harris Interactive (conducted last year by an American sample), 82% of adult consumers are increasingly ignoring recurring Internet advertising. Although unconscious block figures on television advertising are lower (according to the study only 37% can not see the TV ads), the medium has other serious problems, such as the fact that although these messages are remembered very little.
Consumers are also increasingly scattered, perhaps because of the influence that the Internet has had on our brain. It is not that our brain is worse or better, it's just different. Internet has accustomed us to much shorter and concise messages and also to find out what we want or what not sooner. We just need a few seconds to move onto something else. Moreover, not only it has reduced our window of attention but also has become more complicated things happen to our permanent memory. We have changed how we memorize and now there are fewer things we remember forever and which are actually a key to access that knowledge.
This for brands is a serious problem, because what they want is to move from this temporary to permanent memory. In the latter we want to keep those memories are stored forever. They may be on weekends with grandma, it may also be that exact brand dishwashers have convinced us that is final.
Business, more interested than ever
This situation, and the potential results that can offer neuromarketing have made that companies are more interested than ever in investing in these tools and apply them to your marketing strategy. Neuromarketing has become one of the recent booms in the advertising market.
The global market research in marketing has reached, according to a study for the European Commission (in a summer study 2014), 29,000 million euros and, of that amount, neuromarketing may be increasingly more and more money. According to figures from the European Society for Opinion and Market Research (ESOMAR), contained in the report, only 1% of the market research is now marketing neuromarketing, so the growth potential is very high. Forecasts of future businesses include the idea of testing with and neuromarketing study suggests that there is potential for growth in this particular market.
The costs of applying neuroscience to marketing are also no longer outlandish. According to statistics a few months ago Warc, average prices of neuromarketing research can be around $ 5,000, which means that it is not as out of reach of companies. If you think about what it may cost to launch a product and crashing with him, $ 5,000 does not seem that much money.
But all is neuromarketing
The only problem you may face the market is that now everyone has realized the potential thereof is try 'cientificar' anything or think neuromarketing is a kind of miracle potion. First it should be made clear that neuromarketing not manipulate the brains of consumers, that is, does not change his mind and is not a sort of subliminal advertising that recorded in the subconscious need to buy. The neuromarketing simply (or not so simply) enables consumers to better understand and thus be more effective in understanding their consumer impulses.
Secondly, it should be noted that neuromarketing is not only do some eye-tracking or to complete the study with a pair of scans of the brain of the consumer. Neuromarketing is much more complex than that, it requires specific training to understand what is at hand when you want to conduct an investigation from this point of view. A master in neuromarketing or complete scientific training is the least we should ask the professional who is responsible for conducting research in neuroscience what the brand wants to understand about your consumer. It is not a usual training and is not one that has as many experts in the market, so that the future will see a high demand for professionals and neuromarketing will make those who have been trained in the field have many job opportunities.
Brands have therefore to separate the wheat from the chaff and keep only those offers and those professionals who actually show a scientific interest, that is, really it makes science and are not realizing an approximation of the usual research something they want to sell as neuroscience just using fancy words and jargon. Universities and business schools, as is the case INESEM, have begun to offer training in this area, ensuring that manufacturers can always find scientific alternative that really need to get closer to neuromarketing.
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