Neuromarketing applies established medical techniques to neuroscience to create next-gen advertising strategies. But, despite being one example of the interdisciplinary trend shaping Industry 4.0, using Neuromarketing also proves that we are still very much driven by instinct.
Your brain is motivated by emotion, loves sensory stimulation, and is selfish. It is always out for a reward.
These are well-known premises of human psychology for most advertisers, who have long understood the dialogue between instinct and stimuli in subconscious decision-making.
To better tailor content and products to target audiences, advertisers are building on what they already know about the brain by expanding the tools they use to quantifying human decision-making.
Neuromarketing as the Future of Growth Hacking
Just like the disruptive technologies that are driving it, Industry 4.0 is breaking down the barriers between disciplines, drawing inspiration from a variety of seemingly disconnected sources, and boiling down unrelated systems to universal principles.
Neuromarketing is perhaps the latest example of this interdisciplinary trend. It leverages how instincts play into our subconscious decision-making processes by translating this information into biometric data.Neuromarketing is perhaps the latest example of this interdisciplinary trend. It leverages how instincts play into our subconscious decision-making processes by translating this information into biometric data.Click To Tweet
Using this market research and product development tool, advertisers can better assess cognitive decision-making based on measurements of brain activity, skin, eye stimuli, and blood flow.
Therefore, using Neuromarketing relies on a combination of what we already know about the brain and what we already use to measure what’s happening inside the body.
Translating Subconscious Decision-making into Actionable Insights
One one hand, neuroscience provides the biochemical context for our decision-making processes while psychology helps account for the (very instinctual) motives.
On the other, modern medicine provides a way to translate the brain’s response to advertising stimuli into biometric data.
For example, by measuring readings of certain simple, physiological reactions like skin responses and eye movement, advertisers have an indication of how users respond to their product and marketing strategies.
Furthermore, Neuromarketing makes use of familiar techniques like fMRI (Functional Magnetic Resonance Imaging), EEG (Electroencephalography) and SST (Steady State Topography). Traditionally used to diagnose and treat disease, these tools are now helping tailor marketing campaigns to consumer demand.
Who’s Using Neuromarketing
Several companies representing a wide range of product offerings and industries are already taking advantage of Neuromarketing’s interdisciplinary and comprehensive approach.
Here are four top brand names that have relied on Neuromarketing to conduct market research, run focus groups and designing marketing campaigns:
Women were the focus for the Baked Lays product, and their biometric responses helped create the idea for single-serve packaging and corresponding ad campaign.
2. The Weather Channel
This source for all things meteorological was able to successfully gauge the emotional reactions that viewers had while watching promotional videos by measuring skin responses, monitoring eye tracking, and utilizing EEG technology.
Using a strategy based in tests measuring brain activity and emotional responses, Neuromarketing industry leader NeuroFocus helped Ebay with its brand identity makeover.
The bellwether automaker is known for quality inside and out, from cutting-edge engineering to its sleek, modern aesthetics. The industry giant made the decision to redesign its headlights to more closely resemble human largely based on Neuromarketing research. For example, fMRI results indicated an emotional reaction strongly tied to the reward center with regard to the more humanoid design.
Instinct in Industry 4.0
“Interdisciplinary” is a buzzword that is shaping the culture around Industry 4.0, and Neuromarketing is yet another example of this trend.
More than illustrating a trend, Neuromarketing shows that no matter how advanced the technology becomes and what new creative ways we find to use it, we are still (at least for the time being) driven by instinct.