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Your Neuromarketing Questions

What it's all about

What is Neuromarketing or Markology?
Neuromarketing is the application of neuroscience techniques to marketing. It involves studying how consumers' brains respond to marketing stimuli, such as advertisements, product packaging, and brand logos, to better understand their preferences and decision-making processes.
How does it differ from other traditional marketing?

Neuromarketing uses principles and techniques from neuroscience to study how the brain responds to marketing stimuli. It focuses on understanding the subconscious and emotional responses of consumers. A good example of this is through the use of colour.

Traditional Marketing relies on psychological theories and social science methods to study consumer behavior. It often focuses on conscious thought processes and self-reported data from consumers.

Why makes neuromarketing so unique?

This concept seeks to understand the buying behavior of consumers-why and how they buy the way they do. And more importantly, when they buy.

What metric techniques are used?
The techniques used to measure neuromarketing research include fMRI (functional magnetic resonance imaging), EEG (electroencephalogram), eye-tracking (gaze and pupillometry), biometrics, and facial coding. Although all of them require the consent of the participants, the fact that they provide insight into the participant’s unconscious reactions is what still makes them controversial and raises the questions of ethics.
Who can use neuromarketing?

Neuromarketing can benefit any industry B2B or D2C, including consumer goods, retail, entertainment, healthcare, and financial services. Any company looking to enhance its marketing effectiveness and better understand consumer motivations can potentially benefit from neuromarketing insights.

How is data from neuromarketing studies analyzed?
Data from neuromarketing studies is analyzed using advanced statistical and computational methods to interpret brain activity, physiological responses, and behavioral data. Researchers look for patterns and correlations that indicate how different stimuli affect consumer emotions and decision-making processes.
What are the limitations of neuromarketing?
Limitations include high costs, ethical concerns, and the complexity of accurately interpreting neurological data. Additionally, neuromarketing results can sometimes be overhyped or misinterpreted if not used carefully and in context with other research methods. 

How can TRB offer neuromarketing at a lower cost?

We can offer this service at a lower cost as a result of Tomera's five-year study on simple, actionable techniques that work without the major spending in neuro-martech. Reach out and we can discuss this in more detail.

What is the process?
Similar to traditional marketing, the process starts with defining Objectives and Hypotheses. Then you design the study, recruit participants, conduct the study and finally, analyze data.
What tools are used in neuromarketing?

fMRI: Measures brain activity by detecting changes in blood flow, helping to identify which areas of the brain are activated by specific marketing stimuli.

EEG: Records electrical activity of the brain to capture real-time responses to marketing materials.

Eye-Tracking: Tracks where and how long a person looks at different parts of a visual stimulus, providing insights into attention and interest.

Biometric Sensors: Measure physiological responses such as heart rate, skin conductance, and facial expressions to gauge emotional reactions.