NeuroMarketing now helps marketers understand how the brain behaves during decision making
For the first time in the history of advertising, marketers now have access to research studies that take the guesswork out of creative campaigns.
NeuroMarketing – understanding how the brain works and relating this to commercial decision making – at long last offers marketers a way out of the dilemma “half of my advertising is wasted, trouble is I don’t know which half” attributed to John Wannamaker as far back at 1868.
What is NeuroMarketing?
Neuro Studies + The Science of Eyetracking = NeuroMarketing
We combine the principles of NeuroMarketing (how the brain makes decisions) with the science of eye-tracking (how the eye views an onscreen message); which allows us to track where the viewer’s eyes are going. We can, therefore, design our ecampaigns in a way that triggers the neuro responses that lead to conversions – a “yes” click to your sales offer.
Design work that uses the brain’s emotional triggers
One of the first research studies published by Harvard in February 2013 “Eyes, Brain, Business, Christine Looser”, underpins the importance of using people, specifically faces, in marketing. As the emotional area of the brain connects more strongly with faces than with faceless objects, it makes sense then for the marketer to use pictures of people, specifically eyes to create more stickiness in their marketing messages. Application of the Power of the Product Persona is a fundamental aspect of NeuroMarketing . The results are dramatic. If you would like to see case studies in your industry applying this principle, please schedule a no-obligation overview online here
When strategising for a new campaign it is helpful to know:
(a) Which (main) core driver should your marketing message satisfy?
(b) Which other core drivers can you include to strengthen your appeal?
The more emotional drivers your marketing message satisfies, the more influential your marketing.
7 CORE EMOTIONAL DRIVERS influencing human behaviour
Other than the two most primitive of drivers, 1. SEX and 2. FOOD, there are 5 further drivers of human behaviour:
3. ACQUISITION. We collect things – material and immaterial. Status, power, influence, money, facebook friends, market share, awards, lovers, wives…
4. BELONGING. We are tribal. We desire to bond with our group; nature lovers, book club, gym, church, language, culture, tribe, teenagers, baby boomers, CEO’s – people like us – and want to be loved and valued within our group. In order to belong, we like to share. (Discussion: addiction to social media. FOMO).
5. CERTAINTY. We are hardwired for certainty – we like things that are FAMILIAR. We need guarantees and trust. We are fearful, anxious, insecure. So we defend ourselves from making mistakes. We agonise – “Am I making the right decision”. Is this the right school for my child? Will I be safe if I buy this product? Will my puppy like this new food; can you prove this?
6. LEARNING. We are curious. We like to learn new things and to pass on the knowledge. Knowledge gives us status within our group, which taps into drivers no 2 and 3. “Did you know…”(Discussion “Twitter”)
7. FUN. We love to laugh. We love adventure, pleasure, excitement, joy and beautiful emotional experiences.
Here is a clever way a chocolate company took the gap in turning the neuro measurement of pleasure into an advertisement which they then entered at Cannes Advertising Film Awards. Brilliant and fun!
This chocolate company in the UK used EEG headsets to measure people’s brainwaves in a “Measure of Pleasure” test. The pleasure of eating chocolate was measured against other pleasures such as blowing bubbles, stroking puppies and kittens, listening to music, unexpectedly finding money. Six pleasures came out tops. Knowing how the brain solves problems, and what gives the brain pleasure, can back advertising claims with solid scientific proof, giving advertisers a serious competitive advantage.
Director of Kaleidoscope NeuroMarketing
"Be the best, it’s the only market that’s not crowded." Tom Peters, business author and speaker