Market Research and Marketing are an ever-changing science. Advances in technology and the advent of new markets have made it necessary to study and adapt to changing conditions. Market Research firms are constantly experimenting with new methods of analysis and marketing. As they do, they are also constantly open to input from market participants. In doing so, they can build on their knowledge and apply it to customer needs.
Recent advances in technology have created a new field of study known as Neuromarketing. The core elements of Neuromarketing are behavioral and neurophysiological studies. Marketers use these tools to understand and mimic consumer behavior to influence purchase decisions. They use recordings of consumer behavior to determine what words and phrases consumers will use when they will use them, where they will use them, and how much. Marketers use this information to shape campaigns and influence consumer behavior.
One of the most influential elements of neuromarketing is brain scans. Marketers use brain scans to detect behavioral differences between target consumers and potential customers. Brain scans can reveal differences in specific areas of the brain that respond to several types of marketing campaigns. Different areas of the brain respond to music, words, images, and even video. Using brain scans, marketers can learn what types of images and words trigger brain responses.
Another key element of neuromarketing is technology. Fascia Response Index (FRI) technology is the basis for many of the latest in brain-scanning technology. Fmri is a tool used in both clinical and non-clinical neuromarketing research. By determining brain activity during a task, marketers can locate certain areas of the brain that respond to specific stimuli. By applying for current marketing research, marketers can better understand the mental processes behind consumers so they can more effectively target their advertising to buyers who are already interested in the product.
Marketers are only beginning to uncover the tremendous power of neuromarketing. The advances in current technology are providing increased access to data that allows marketers to study consumer thought processes and neural responses much more easily than ever before. Marketers can tailor their messages and campaigns based on prior research; they can measure consumer response to campaigns on a brain-scanning platform, and they can identify behavioral differences using fmri technologies. In addition to all these advantages, neuromarketing is also becoming an increasingly important part of the healthcare delivery environment.
Neuromarketing in healthcare is not limited to research studies. Marketers also use neurocomputing tools to determine consumer response rates to advertising materials. Marketers use fmri, visual intelligence, and other neuro-based technologies to understand consumer psychology and learn about what makes people tick. They use this information to create stronger marketing campaigns, generate more customer interest, and improve overall customer service. Neuromarketing in healthcare provides healthcare professionals with the tools and expertise they need to ensure that patients receive the care and support they need. Marketers can help healthcare providers to design and implement better services and improved patient care in the communities they serve.
In addition to using fmri for non-traditional marketing research, neuromarketing is also finding applications in traditional ways as well. Traditional survey techniques, such as focus groups and image analysis, are being used to learn more about the buying habits of consumers. Marketers can use these traditional methods to learn more about how different demographic groups think and feel about certain products. This information is important because it helps marketers determine which messages to use to gain the most interest. Neuromarketing isn’t about using fire or eye-tracking for marketing research; it’s about understanding human behavior in a completely new way.
The future of marketing is coming, and neuromarketing is one aspect of it that we all can be a part of. Companies such as Google, Microsoft, and Yahoo are all working towards building out their technologies that will allow users to experience what it is like to be “augmented” through brain scanning and image analysis. Soon, we’ll be able to experience what it’s like to be someone else by simply having our brains attached to a device and having our thoughts analyzed. If you’re interested in applying this technology to your business, there are many companies around that are looking for experienced neuroscientists to help them create these systems.
The studies in neuromarketing are underway and it won’t be long before they become everyday use by large corporations. In the meantime your company has to think about how to use Market Research to your advantage.
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