The consolidation of digital marketing, the appearance of neuromarketing and the evolution of marketing itself have been challenged to improve their strategies, optimise budgets and maximise the effectiveness of advertising campaigns and stimuli. These new tools and methodologies came to the market researcher's mind to help them to decode in greater depth the behaviour of consumers, by providing brands with better and greater information to reduce risk in decision-making. Being able to measure the biometric impact (unconscious response) of a marketing stimulus on consumers was one of the main advances in this sector.
Consumer insights are the vital element of effective marketing. Creating great communication, building a powerful brand in the age of behavioral economics requires you to understand your audience. Neuromarketing is an excellent extension to traditional survey research. Observing consumers behavior, analyzing their attention, brain reactions and emotional response you could develop the stronger connections with your target audience. For times, neuromarketing research was an expensive and exclusive service provided by specialized agencies. We change this, designing the automated neuromarketing platform for marketers and business owners. CoolTool is a new generation of DIY tools to get consumer insights. It's your multi-tool to measure both conscious and nonconscious consumers insight.
Neuromarketing emerged during the late 90s, at which point brain-imaging techniques were not as developed as they are today. However, an increasing interest in depicting consumer motivation and brain function and structure emerged.?The ways in which scientific and clinical fields have been progressively applied to consumer sciences and marketing will be addressed in this conference. We will also address differences between two branches of Neuromarketing ? Science/evidence-based and literature/opinions-based? as well as the essential need to build up interdisciplinary teams to achieve correct and honest Neuromarketing practices.?Finally, we will address future directions such as Big Data and Neuromarketing integration.
The result of traditional research, ethnographic observation and neuro-marketing approaches, this presentation is based on a profound understanding of the Mexican experience in crises (beyond the economic crisis), parting from the theoretical framework of the grieving process of human beings in similar conditions across borders. Learnings take into account the adaptation process of consumers to their current crises and how they use different mechanisms including shopping and consumption patterns to create their new life situation.
Today's marketing research is often still limited to traditional pen-and-paper methodologies or qualitative techniques that imply the risk of subjectivity and the limitation to a descriptive approach with little explicatory potential. Medical methodologies concerning the exploration of the human brain like Neuroimaging (and especially functional Magnetic Resonance Imaging) and their application to marketing research have demonstrated to be able to fill this gap, explaining partially the underlying neurophysiological processes of consumers' decisions and perceptions. This opens the possibility of a better understanding of the potential impact of different marketing elements. During the presentation, the research team will give a comprehensive introduction of the application of Neuroimaging methodologies to consumer research with focus on the consumer's purchasing decision, as well as discuss its opportunities and limitations.
This months issue is typical of the Research World approach of late. It takes an issue that is topical and important - emotional response to brands and how to research this - and looks at it from a variety of angles. David Penn challenges the emphasis on neuromarketing as a means of tapping our unconscious emotional response to brands and points out that, while we can measure responses in the brain, this does not necessarily mean that we know what those responses mean. He makes a powerful case for research as a means of trying to establish the critical links between the cognitive and the emotional. Marc Gobe links emotional response to brands with our ability to humanise them, with their personality and the experience that they create.
Why do people preferring the taste of Pepsi faithfully buy Coke? Researchers hope to unravel media mysteries with neuromarketing? a new spin on market research, which shuns customer surveys and focus groups in favour of technologies such as functional magnetic resonance imaging (fMRI) to peer directly into consumers' brains. At issue is whether marketers can exploit advances in brain science to make more effective commercials.This paper examines these issues highlighting through case studies the effectiveness of techniques like neuro-marketing in comparison to the traditional ways of quantitative and qualitative research.