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As marketers, we all know the value of “getting into the mind” of our target audience — understanding their motivations and behavior so you can connect with them in relevant ways. Neuromarketing takes that aim quite literally…
The promise of neuromarketing is to reveal the brain’s deep subconscious responses to products, brands and messages. Using skull sensors and EEG scanners to pick up electrical signals from the brain, researchers can collect data streams and analyze them to determine which stimuli are most appealing and elicit the strongest emotional reactions. A recent article in Fast Company profiles a neuromarketing company that has recently developed technology to capture this scanner data in real-world scenarios and transmit it wirelessly in real time. The hope that neuroscience can provide a deeper and more accurate look into consumer perceptions has enticed corporations such as Citi, Google, and Pepsico to invest in the research.
But even if you aren’t ready for or can’t afford full-blown neuromarketing, the objective remains the same … to get a fresh perspective on your brand and how your target audience reacts to what you have to offer. That means conducting a thorough analysis of their needs, drivers, barriers and the perceived value/desire for your product. Armed with this insight, you can create compelling messaging that leads to higher engagement and ultimately increased revenue. Do you truly know what your target audience thinks about your brand? Your company? When was the last time you asked?
Tags: neuromarketing / consumer engagement / research / messaging