To Succeed With Neuromarketing, What Do You Need to Know?
Much of the classic market research advice applies to consumer neuroscience as well – but the emerging field also features unique challenges.
Companies once viewed neuromarketing as a risky, perhaps overhyped proposition. But scepticism is now retreating in the face of mounting research evidence. A raft of recent studies confirm that, used properly, brain-scan technology (e.g. fMRI, EEG, fNRIS) is capable of revealing the reasons for consumers’ preferences, capturing their emotional reactions to ads and products, and (in some cases) predicting their behaviour, with greater accuracy than conventional focus groups and surveys.
The further development of the field will depend on marketers and companies adopting sensible internal standards for conducting neuromarketing research. Otherwise, there will be no reliable way to determine causation and therefore know whether and how to apply neuromarketing techniques within specific real-world marketing contexts.
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