Neuromarketing and biometrics: technology and science to access the consumer’s mind

Much has happened since a decade ago Harvard professor Gerald Zaltman reported that more than 95% of consumer decision making when buying occurs through their subconscious. A finding that, for the moment, brands and advertisers have not put into practice, since most of the market research that is carried out today is produced through the results produced by focus groups or quantitative surveys. However, sellers have not yet realized the extent to which accessing the information produced by the subconscious of the customer’s brain can generate richer and more innovative ideas when it comes to accessing them and commercially boosting their sales, given the image , much more precise, with which they have advertising messages Bahamas Mobile Database. And it is that these can affect, and a lot, emotionally to consumers and in the way they interact with the different actions and messages of the brands.

In fact, technology has evolved a lot in the last two years and today advertisers have important tools, from which marketers can improve their business results. Specifically, these are based on criteria related to biometrics and neuromarketing, as they analyze the impact that advertisements generate on the brain responses presented by individuals. In this way, brands and advertisers can benefit from a field that will still give much to talk about, as well as from the various methodologies that it raises when it comes to making companies aware and understanding the true motivations behind consumer purchasing decisions. This is because the combination of neuromarketing and biometric measurements would allow them to explain why consumers make their purchases and, fundamentally, what are the criteria by which they opt for some brands or others.

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Both analytical disciplines are still in a near beta phase of development, but several studies based on biometric techniques explain how vendors can adopt some of the practices that have traditionally been attributed to researchers, in order to obtain interesting insights and data. on consumers to apply to their companies. Effective strategies to identify brands In this sense, one of the most significant examples is the analysis carried out in 2004 by the Lancôme brand, which reported a profit of 300 million dollars. It used the combination of neuromarketing and biometrics to learn that the use of images with curved edges in its ads had a significantly better impact Brother Cell Phone List on users when associating their brand than, if on the contrary, they used pointed edges. Hence, Lancôme replaced its main symbol of a rose with the brand’s signature based on rounded letters, instead of pointed ones.

Another very successful example has been the analysis of mirror neurons in consumers, which several analyzes confirm that they are found in a higher proportion in the case of women than men. Thus, research confirms that women respond more favorably to ads that show interactions more social interactions than advertising based on projecting to people alone. Possibilities beyond commercialization In the same way, the tools based on biometrics and neuromarketing, experts argue, have the potential to change many landscapes in the field of the company, which are not limited only to the field of marketing products and services. In this sense, other practical applications for organizations must be added to the monetary objectives, such as social or health causes, especially in those countries with the worst conditions for this indicator. These are goals that he will pursue as the advertising and marketing industry becomes more familiar with the value of “the next generation of data” that shapes neuromarketing-based methodologies. They are called to radically modify advertising strategies. Time to time.

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