Studying what happens inside the consumer’s brain when exposed to a brand seemed, a few years ago, material for a science fiction movie. Brand managers could thus find out why their products were successful or not and would not depend on the responses (not always reliable) that consumers gave in the control groups to find out what really interested them. Brands could spy on your secrets. The question is, at present, something quite feasible and far removed from science fiction. Neuroscience allows us to study how the human brain responds to stimuli and its application to brand relationships, neuromarketing , makes it possible to create much more efficient brand messages. It is not really, as a sci-fi movie writer might use Iran Mobile Database, that brands are actually seeing the hidden secrets of their consumers but rather that they are understanding why they behave the way they do. According to Jürgen Klaric, an American professor, writer, and researcher in neuromarketing and neuro-innovation, neuroscience is discovering wonderful things. “In the last 10 years, we have learned more about the human mind than the previous 40” and all that information is serving to improve the ways and strategies of selling, marketing products, positioning brands and reaching the consumer.
The information allows modifying strategies, adjusting products and being able to be more efficient when reaching the consumer. Different sectors are already taking advantage of the pull of neuroscience and its conclusions. Seeing how neuroscience has changed or is changing four different markets allows us to understand the role it may have for brands in the future. Ecommerce Neuroscience can be applied directly to e-commerce and can change the relationship between consumers and the products in front of them. The truth is that companies have already begun to use some of the elements associated with neuroscience to measure the impact of their offering and to discover where they are failing. Eye tracking, following the gaze of consumers while they face the web, allows us to check if the focus of attention is really what the companies consider. This is what Eye Quant does, for example, a company that has among its clients e-commerce firms such as Barnes & Noble or eBay.
The neuroscience firm uses different algorithms that they have extracted after carrying out different eye tracking studies to measure the real impact of a website and analyze if its design is the most correct. What do these types of companies do? As collected in an article by Fast Company , companies that measure how consumers see analyze both the perception and the attention of their gaze Brother Cell Phone List. That is, they study what they are seeing at that moment but also how they are seeing it and if this content is catching their attention. Neuroscience also makes the design of the web and its contents much more efficient and that, therefore, what is being shown goes, so to speak, to a fixed shot. Consumers respond differently depending on the type of stimulus they receive and therefore modify their purchasing process. A color can modify how they perceive the brand and its products and the proper use of words in the descriptions can make them feel or not more tempted to consume a product.
Retail The retail sector is one of those that is usually included in all the examples of how the use of the latest advances can change the position in front of the consumer, since it has become a pioneer in the application of innovative tools such as big data or neuroscience. Supermarkets are the clearest example of this reality and have incorporated neuromarketing techniques even before many other competitors to seduce the consumer. How is neuromarketing applied in the supermarket? These establishments have learned very well and very quickly that the stimuli that form the ideas and opinions of consumers come from a point of view much broader than sight. It is not worth just placing the products in one way or another and putting the prices clearly visible. You have to play with many other things: you have to bet on all the senses. Supermarkets do.
They use the smell of freshly baked bread, which is why now every self-respecting supermarket has an ‘oven’ section, to create the need for shoppers to eat, they use auditory stimuli to modify the shopping rhythm and play with colors to make consumers associate according to which sections to according to which emotions. But neuroscience has not yet finished studying the retail market and has not finished reaching surprising conclusions that can modify how it is sold and how it interacts with the consumer. For a market that is increasingly experiencing the pressure of the internet and consumer changes such as physical stores, this can become an important element of survival. tourism How can neuroscience and neuromarketing modify an industry that is so old and seems so little dependent on things, so to speak, creatable? After all, the tourism industry moves where consumers want to go. The truth is that even in an industry like this, neuroscience can help to understand the consumer and prepare experiences according to what they want.
Thus, for example, some hotel chains and some airports have been launched to capture the tourist consumer, betting on a strategy of ‘surprise and delight’. They prepare unexpected surprises that excite visitors and make them feel loved and pampered, ultimately activating their emotions. The Four Seasons chain, one of the examples they use at Skift , keeps track of what their consumers like so they can surprise them in the future. Why do they do this? The answer is in the brain. Neuroscience studies have found that consumers in this industry love to encounter unexpected surprises. When they come across one, as one of those responsible for the study points out, their brain lights up like “a Christmas tree.” Communication and content The applications of neuroscience can therefore be very varied and in the most diverse industries.
The areas that it can touch should therefore not be limited to the obvious and its benefits and advantages can change to areas that seem so potentially alien to it as is the world of communication and content. In fact, there are those who consider that neuromarketing can be key to offering a quality branded content experience that reports truly efficient results for companies. Consumers receive numerous stimuli and are subjected to a daily avalanche of content, which means that in order to attract their attention and above all to get into the permanent memory of these consumers, it is necessary to play with solvent weapons. And a solvent weapon is to study the brain to see what kind of content works and what doesn’t.
