If you still think that being able to read consumers' heads requires a crystal ball or a hypnosis session, then it is time for you to understand what neuromarketing is, and why it is so important for anyone who wants to get a message across or sell a product.
A pinch of neurology, a bit of psychology and some basics of economics and marketing-the neuromarketing recipe is ready to satisfy curiosity about the fundamental market question-what goes through the minds of our stakeholders.
Careful analysis of what is going on in the brains of consumers is essential for anyone planning to build an advertising or promotional campaign, in order to influence the decisions of stakeholders and thus foster the success and effectiveness of what they want to communicate.
The basics of neuromarketing
Neuromarketing is based on knowledge and tools that make it possible to evaluate the instinctive choices that consumers make regarding a product, a brand, a message, or communication in general. In fact, it is now scientifically proven that most decisions, especially those related to the purchase of products, are based on unexpressed decision-making processes, influenced by a nonconscious emotional base, which often escapes even the most canonical methods of analysis such as surveys and focus groups. The task of neuromarketing is therefore to analyze consumer choices based on sensory, unconscious and emotional experiences.
What are the tools of neuromarketing
Neuromarketing relies on techniques that are increasingly cutting-edge.
- One of the most widely used tools in analysis is what is known as eye-tracking, which allows monitoring the eye movement of interlocutors to figure out where the eye literally "falls," where the gaze fixes when a purchase is carried out. In addition, pupil dilation can also be detected through this tool to track the emotional reactions of those involved.
- Then there is what is called brain imaging, which is the mapping of brain activity. Through this monitoring, it is possible to analyze the functionality of various areas of the brain and assign meaning based on the stimuli administered.
- Another effective method is definitely the Facial Action Coding System (also called FACS), a less invasive tool that allows us to measure and study the movements of the muscles of the face. Not only does it allow us to understand what stimuli make us smile, but also to distinguish between a genuine reaction of happiness and a fake, matter-of-fact smile.
- Finally, it is important to know that when a customer wants to buy a product, the transaction is more likely to succeed when the purchase is linked to a sensory experience: the consumer journey is based precisely on the need to create the right match between purchase and sensory and emotional activation. In short, a great way to build customer loyalty. One example out of all: some clothing stores that spread, within their stores around the world, the same fragrance.
To grow any kind of business it is therefore important, alongside the canonical tools of consumer insight (surveys, focus groups etc...), to also rely on the tools offered by neuroscience. Because, while it is true that surveys can provide rational and thoughtful answers, it is much more likely that purchases are made through more "gut" decision-making processes, and it is therefore good to know about this type of brain activity. The goal, therefore, is not to "trick" the minds of consumers, but rather to get to know them to the core, in search of the truth behind the brain's mechanisms.
Neuromarketing and the web
Of course, all these strategies and tools can also be applied to the Web. Increasingly, sites are being optimized based precisely on parameters deciphered through the notions of neuromarketing: tracking the click behaviors or eye movements of the interlocutor on a web page allows one to assess its effectiveness. Similarly, factors such as the choice of font used or site colors can be dictated precisely by analyses aimed at hitting a particular target audience. It is not just a matter of understanding what content is most viewed or on which the user's attention is focused, but more importantly, understanding why: in this way, neuromarketing allows us to build more effective communication and, if we are talking about companies selling a product or service, much more profitable.