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Neuromarketing: How do our brains respond to marketing?

Updated: Oct 13, 2022

Today there is a vast ocean of product options for customers to choose from with little or no distinctive differences to arrive at a conclusive decision. As a result, customers subconsciously make almost all of their choices without much conscious reasoning.


Ever wondered why is it that consumers reach past Aquafina and grab Bisleri?

The answer could lie in the packaging, advertising, positioning, and reputation of the brand, or a combination of any of the above.

So far, marketers have been using surveys and focus groups for market research, but what if there were a way marketers could see the neural light show up when customers interact with their brand or observe exactly how do consumers respond to their marketing and business campaigns?


Well, this is precisely where neuromarketing steps into the picture.


There are many interesting websites to see the magic behind neuromarketing come to life. The Affectiva emotion detector is the customer mirror every marketer would want to get insights into.


Leveraging AI, while users watch an ad, it records every emotion, eyebrow raise, and lip corner depress - all to help determine the users' emotional engagement levels and get insights into how organizations can adapt their brand strategies to influence customers on a deeply psychological level.


Affectiva AI detecting potential danger
Affectiva AI detecting potential danger.

Now, what makes this so important?


Well, the human mind is extremely powerful and majorly influences customer purchase decisions as-

  • The mind gets more attracted to visuals and images (packaging and logos), processing them 60,000 times faster than text.

  • 90% of the time, the mind takes buying decisions at a subconscious level.


Thus, neuromarketing methods use current user experience research and biometric measurement technologies such as Eye-tracking, Facial expression monitoring, Electrodermal activity, and heart rate to study physiological responses to stimuli.


HOW TO GET NEUROMARKETING TO LIFE?


1. BRAND PACKAGING:

  • The product and the packaging play a significant role in purchase decisions, and neuromarketing techniques are used extensively to redesign brand packaging and presentation.

  • Frito-Lay used neuroimaging to go from shiny packaging to a matte look that appealed better to its customers.

By tracking difference in packaging attention points, we can design better.
By tracking difference in packaging attention points, we can design better.


2. COLOR SCHEME:

  • Brand colors significantly impact the human mind, making customers form impressions and perceptions of the brand. (Red symbolizes happiness -Coca Cola, Blue signifies professionalism-Telegram, Paytm).

  • Thus, neuromarketing divides colors into subgroups so that the logos and visuals can evoke specific emotional responses, which help establish loyalty among customers.



3. CUSTOMER SATISFACTION:

  • Emotion Response Analysis uses EEG imaging to identify individuals' emotional responses toward particular products or advertisements.

  • For example, if consumers experience high levels of frustration in response to a product, there is a usability issue, which marketers may wish to address. You may check a research report for more details here.



4. PROTOTYPE TESTING:

  • Neuromarketing helps measure brain activity for different design features, which helps stimulate purchases.

  • Hyundai used the EEG to test its prototypes, which led it to change the exterior design of its cars.



5. SETTING THE RIGHT PRICE:

  • Pricing at Rs 99 instead of Rs100 is an age-old advertising tactic. Still, neuro marketers found out that our brain is more likely to look at rounded figures for emotional decision-making, and more complex figures work better when the logical brain is engaged.

Analyzing Starbucks price vs. consumer response.
Analyzing Starbucks price vs. consumer response.


6. WEBSITE LAYOUT:

  • Neuromarketing techniques are also employed to help with website design and layout.

  • Neuro marketers are delving into the customer’s website preferences, from color schemes and layouts to font size and testimonials.

Consumer Heat map helps developer design better UI
Consumer Heat map helps developer design better UI

Today, a brand is made and ends in the mind. But capitalizing on neuromarketing, marketers can adjust the brand message, develop a deeper understanding of customers, predict customer behavior more accurately, deliver the best possible product experiences based on customer perception, and drive innovation for an effective customer service experience.


So, the next time you wonder what part of the brain lights up with buyer's remorse after a late-night splurge of impulse purchases, neuromarketing is where the answer lies.



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1 Comment


Guest
Oct 14, 2022

Brilliantly articulated !!! Well done!

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