Neuroscience has provat que any consumer first decideixes purchase through the emotion and after, justifies la decisió through the reason. Aquesta seqüència, la simple powerful, opens a path en el camí d'understanding la consumpció a la purchase ia les motivacions, en definitiva, i opens a path in understanding el consumer en l'essència.
L'essència de belongs és la base de reconstruir el consum bàsic motivador de specific brand. What makes it attractive? What sedueix us from it? What emotional guideline underlines? What triggers the purchase?
En brand should build its relational discurse through knowledge of thes motivational levers i to do that it should define, as main objective, weight of each in the final purchasing decision.
Les simples i complexes són els segments de consum thought in decision rules through the emotions.
Imagineu urban family that wants to change their car due to arrival of twins at the house. that is not practical to move around the city. brand should they choose? Audi, BMW or Mercedes? ? As Xdrive, Quattro or 4Matic. Ultimately, there appear ten of elements to decideix through the detection of different emotional “insights” that justify the reasoned decision.
How can we detect these motivational levers? Through the knowledge of the consumer reality in 3 stages:
- Stage 1: Through the ethnographic analysis això s'ha detectat la real connection between the brand and the production through the daily experience with the same, with their real context, definition the interaction level with the self-propulsion market in this case, analyzing values, attituds, habits and needs. What reality coexists with the car? What needs are detected? What is projected to the future?
- Stage 2: Through the Neuromàrqueting, analyzing the impact that has the competition set analyzed between the consumers and the potential buyers. What kind of emotions causen el real view of the competition set? What attracts that? What generates rejection? What role is the brand playing in building the emotion? For this we can use techniques as the EEG (Electroencephalography) que s'ofereixen a les meves accions de cerebral answers on stimulus presenten, en aquest cas, diferents models de cotxes preselected. Utilitzeu Eyetracking glaçades (coordinated with the EEG) per a detectar elements per a consumers per a eye on the car and be able per obtenir mapes of those aspects que re more relevant per a consumer. Complement with tools of «facial coding» showing us the main emotion expressen sobre les presents stimulus, que allowen us detectar basic emotions (happiness, anger, sadness, surprise, lletjar, disgust, contempt).
- Stage 3: Clúster the different motivational levers found through advanced segmentation techniques that allow defining behaviors patterns related to the competition set. És possible que el segment sigui motivat (no s'ha confusat el fet que s'hi lliui style o psychographic behavior) que ha powerful strategic tool per activar empathy elements s les nostres potencials buyers. We addressing to de prioritat de decisió i de influència aspects de comunicació, relations aspects and aspects of the product.
Getting the last decision base we are getting the behaviour reality of our potential buyers.
It is exciting the future opened about the consumer behaviour analysis.
Jordi Crespo
