Science and technology have advanced by leaps and bounds in recent years. If someone from the beginning of the First Industrial Revolution could see today’s scientific advancements, they would be more than amazed. The speed of change compels us to adopt a more holistic approach and remain in constant learning to stay abreast of the latest innovations. This century brought, among other advances for our sector, Neuromarketing.
This approach experienced a boom a few decades ago and then briefly fell into a period of review. Like many novel applications, it was intended to be applied to many situations that were perhaps beyond the real scope of deep knowledge of the physiological cues of people’s decision-making. However, in light of new studies, field experience, and interaction with new tools, it’s time to reconsider it as a valid tool. Therefore, today we list four applications of neurology applied to market research.
Visual heat map. The eyes are the window to the soul, as the saying goes. In our society, sight can reveal a great deal of information. Before the rise of Neomarketing, few techniques allowed us to evaluate which multimedia stimuli most captured consumers’ attention. We relied heavily on mental and verbal processes to gather these findings in a rough way. Now, with the use of cameras, it’s possible to record the most striking aspects of a campaign in detail.
Cognitive patterns. Our actions are the result of both rational and impulsive processes. However, we can detect certain neural behaviors that can tell us more than a hundred words about people’s own habits and practices. Accessing this data firsthand involves using tools and techniques for measuring neurological function, which reveal factors that people don’t explicitly mention but that influence their choice of a product or service.
Emotion detection. These days, people seek emotional responses when making purchases. And the act of acquiring these products is also influenced by a range of emotions. If we feel things aren’t going well or are causing us discomfort, we might change our minds or refrain from making a purchase. Conversely, if there’s enthusiasm and joy, we might be inclined to increase our spending. While there are no universal emotions, depending on the region, we can find those emotions that are key to a given process.
Assisted predictive. Thanks to Artificial Intelligence, it’s possible to take the application of the mind science to market research to the next level. By training the AI with thousands or millions of thought patterns about a specific visual stimulus, we can predict the points that are most likely to attract the attention of real people. Although it can’t replace real-world experience, it can help eliminate initial prototype options before presenting it to a human test group.
Neuromarketing demands greater attention to the sampling design stage and the recruitment of participants for studies. Likewise, it’s essential that experts in the field participate in the application and interpretation of the techniques. It is for these reasons, and others not listed in this week’s blog post, that its cost may initially seem high. However, the insights it yields, which provide a comprehensive context supported by other approaches, offer you a strategic advantage over your competitors.
At Acertiva, we understand this reality, which is why we offer solutions that deepen your understanding of your consumers’ thought processes. We have two decades of experience in Market Research in LATAM and offices in Brazil and Mexico. Contact us today. We are ready to offer solutions tailored to your needs. Let’s start writing your next success story right now.
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