Top Neuromarketing Techniques – Analyzing Hidden Human Emotions to Create Marketing Programs that Work

September 25, 2017

In the past, brands used to spend unreasonably high amounts in marketing and advertising their products all over the place, including mediums like TVs, buses, and advertising billboards. But, in an age where competition is high, and advertising cost is skyrocketing, marketers are facing the challenges when it comes to gaining better outputs with limited budgets. Neuromarketing techniques help a marketer improve the effectiveness of their marketing programs with a better understanding of a non-conscious aspect of consumer decision-making. It addresses a big flaw associated with the conception of the traditional research that consumers usually act differently compared to their response. Here are the top neuromarketing technique that marketers can use to gain a better understanding of consumers decision-making process:IR_Brochure

Eye Tracking Technology

Eye tracking technology helps a marketer see the promotions through the eyes of the customers. It tracks the customer’s eye movement along the promotional content, the store, or the brand and also records how long customer gazes at a particular point. This neuromarketing technique helps the marketer to identify the parts of promotion such as image, headline, or body copy that is important to a consumer and focus on them.

EEG and fMRI

The eye tracking technology is pretty straightforward but does not reveal the emotions of the customer towards the promotions. By tracking electrical activity and flow of blood inside the brain, marketers can figure out whether a consumer likes the product or promotion. Allowing examiners access to the pleasure center of the brain lets researchers track human emotions such as anger, excitement, lust, or sorrow. Such a neuromarketing technique could be useful in analyzing the effectiveness of a commercial.

Facial Coding

The facial recognition software in a device as small as the new iPhone X already depicts the potency of facial coding. This neuromarketing technique uses thousands of dots, which are then projected on the subject’s face and tracks movements of muscles to recognize the facial expression and then analyze emotions such as surprise, jubilation, disappointment, or anger.

Galvanometer Test

Researchers use galvanometers to determine the excitement levels of the customers after exposure to external stimuli such as an advertisement or new product by measuring electrical activity in the respondent’s skin. Such involuntary responses can give marketers insights into the effectiveness of the marketing program and make necessary amendments if the desired level of excitement is not achieved.

Here’s how marketers can use neuromarketing techniques to create effective marketing programs:

Neuromarketing Techniques

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