7 Main Benefits of Neuro-Marketing
Why would you suffer the extra inconvenience and complexity of neuro-marketing research? Why don’t you just use the traditional market research methods such as questionnaires or focus groups? According to professionals who worked in the neuro-marketing industry and have carried out hundreds of researchers in all sectors and in the continent, there are seven main benefits of neuro-marketing for brands. Here are some of the advantages of neuro-marketing compared to traditional marketing methods that will allow you to consider including it in your marketing strategy:
1. Provides fresh perspective angles
New thinking and new perspectives influence marketers and advertisers. Neuro-marketing provides them with a very different perspective from traditional research. For example, the negative effects of design (such as printed ads) and videos (such as TV and internet ads) on people's attention, emotions and memory reactions can be valuable. While many designers and creators often look at the high-level effects of what they build, neuro-marketers can focus on more granular proposals. These include how the design can draw better attention, how the advertising key information can be organized to make it more memorable, and how certain items in the design of the product, service, advertisement, or package can direct emotional participation.
2. Emotional and subconscious reactions are revealed
On an average day, we take a journey among many different emotions. Some of them may be fast and temporary, some are permanent, but we rarely notice them. But these emotions and feelings affect our behaviour, such as our purchasing power. Neuro-marketing methods can help to uncover issues that trigger our emotional responses, such that asking questions cannot be an alternative.
3. Provides measurements of common scales
Even if the consumers define or grade their emotional reactions and the feelings that the commercials arouse, will vary greatly according to their way of doing them. If you collect the answers of different people on a sample, you cannot understand that they are exaggerated or misprized. Some of these changes are lost in large samples by the average of the data. Scaling people's feelings, however, is an unnatural practice and it is not possible to do it correctly. Comparing cross-cultural results confuses the problem. Here, it’s shown that it means there are more changes in expression.
4. Measures short responses that people cannot remember
When working on changing experiences over time, such as TV advertising tracking, neuro measurements can capture the instantaneous response in real time. It not only provides valuable diagnostic information on how to organize the advertisement, it also answers questions that traditional question-based methods are impossible to answer. The main reason for this is:
5. Asking people what they feel about something can change their feelings
The awareness of our consciousness can also change the feeling according to the chemical reactions and metaplasia in circumstances such as light shine. When they start asking people to express how they feel about something, these feelings change and they sit on a logical basis. For this reason, you cannot get the original pure response.
6. Measurement of preparation effects
Whether it is a poster, a logo or a package, when we look at something, it activates related ideas in our minds. Neuro-scientists term this situation as ‘effect preparation’. Some of these ideas that neurological techniques can measure are related to the feelings and concepts that an advertisement or a logo can trigger on us. Some of us, without our conscious awareness, activate the goals. For example, your desire to buy something expensive may have triggered when you see a poster of a luxury brand early in the day.
7. Up scalable
There are not many of these people like experienced and talented market researchers as some of them may be able to escape asking questions carefully or by reading the lines between what people say. Neuro-marketing offers research methods in which companies can generally scale up at comparable levels and obtain comparable results.
What do you think? Please send your questions and comments to [email protected]This article is prepared by B4Mind Brand Consultancy.