This is the first of several articles that we are going to dedicate to Neuromarketing as a way of understanding consumer attitude from a new perspective that escapes traditional research methods.
The discipline of Neuromarketing helps us to objectively understand, through the measurement of different stimuli, the subjective reactions of an individual to them.
Traditional research is based on the conscious opinion of individuals, research developed through Neuromarketing is based on the unconscious responses of the individual, from their muscle tension, their heart rate, the psychogalvanic response and the electrical activity of the brain.
. It analyses the consumer's brain response (measurement of biometric parameters) to the scenarios and different communication elements to be evaluated (messages, advertising at the point of sale, commercial brochures, concept tests, everything by which the brand is affected in the purchasing decision process).
. Interprets and establishes which emotions are awakened by each of the elements to be analyzed and in what sense they build on the overall purchasing process in order to, ultimately, isolate which elements are most likely to be triggers for it.
. Analyzes the consumer's mind in the fundamental part of the purchasing decision process that occurs between the beginning and the end of the process, determining the main parameters that make up the customer's consumption "experience."
The generic objective is:
Reduce business risk by designing products/concepts/communications that are more closely linked to what consumers really want.
Other specific objectives are:
. Knowing how the nervous system translates the enormous amount of stimuli to which a consumer is exposed into the language of the brain.
. Predict consumer behavior, select formats and design according to those criteria that will generate a greater predisposition to purchase.
. Develop all aspects of marketing: product, branding, positioning, channels, etc. with the message that best suits what the consumer is going to consume. What determines success is the emotional impact.
. Understand and satisfy customer needs and expectations.
The emotional dimension lies latent beneath the threshold of consciousness. All brands, all products, have the potential to awaken these emotions.
Through Neuromarketing it is possible to discover them and bring them to light.
It is possible to obtain matrices of emotionality or rationality for the stimuli presented:
The discipline of Neuromarketing helps us to objectively understand, through the measurement of different stimuli, the subjective reactions of an individual to them.
