Neuromarketing is the key to the success of modern big business. Companies like Coca-Cola, HBO, Apple and Google have become industry leaders by using it. They have created perfect logos, advertising campaigns, product packaging and communication policies by combining marketing, psychology and neuroscience.
How did they do it? We will explain what neuromarketing is, how it works (with use cases), and what ethical contradictions to avoid.
What is Neuromarketing?
A short definition of neuromarketing is: the use of cognitive psychology and neuroscience techniques in marketing. It seems rather complicated, so let's see what these sciences study:
Cognitive psychology studies the processes of thinking and decision making. As mentioned in the definition of neuromarketing, it is the decision to buy certain products.
Neuroscience studies signals in the human nervous system. norway whatsapp number data 5 million In our case, these are reactions to certain elements of marketing campaigns.
What_is_Neuromarketing
Thus, we can define neuromarketing more simply as the analysis of psychological and nervous signals that allows us to determine consumer preferences and understand the decision-making process in purchasing certain products.
How Neuromarketing Works
Don't be afraid of the complicated scientific term. In fact, the essence of this technique is simple. Researchers demonstrate or test products and observe consumer reactions. Let's look at the main types of neuromarketing in action.
1. Brand Test
Researchers demonstrate different options for logos, names, and color spectrums. They monitor consumer reactions and determine what emotions certain brands evoke in them. This allows them to choose the option that best fits the company's marketing policy. For example, Pepsi's brand emotions are joy, excitement, and energy. Research shows that consumers associate it primarily with sports, active lifestyles, and public events.
2. User Interface (UI) Testing
User interface always affects sales, and neuromarketing research techniques allow you to adapt it to real users. For example, research organizers can detect their emotional states when they interact with the interface. Knowing this information, you can reframe it to evoke the desired emotions in the audience.
Another example is tracking users’ gaze to see how they move through the interface and which parts and elements of the page attract the most attention. These insights help determine the most effective placement of the call-to-action (CTA) button. With Claspo, you can create both embedded and pop-up widgets with CTA buttons and place them in strategic places where site visitors focus their attention. Our analytics will help you monitor your widget’s KPIs. With our A/B tests, you can see which widget placement brings the highest click-through and conversion rates.
3. Product Test
This is a very simple but effective type of research. Participants use certain products in realistic scenarios. Researchers monitor emotions, paying special attention to peaks of positive and negative emotions. This makes it possible to evaluate the user experience on a subconscious level, obtaining the most objective information possible. Even if a consumer cannot express his or her attitude towards a product, researchers already know its strengths and weaknesses. This methodology helped Hyundai create perfect car interiors that did not cause negative feedback from any member of the target audience.
4. Subconscious choice
This is a simulation of a real situation in a retail store or on a website. Consumers are shown different sets of products with similar properties but different packaging. Their task is to decide as quickly as possible without too much thought. Neuromarketing research shows that such tests are very effective, as they allow you to evaluate a product not in a vacuum but in comparison with competitors. An example is PayPal . They tested two commercials with different unique selling propositions and found that the ads promoting convenience and speed elicited stronger brain responses in consumers and performed better than those promoting safety and security.
Want to follow PayPal’s lead and discover what delivers the most value to your audience? Claspo has you covered!
Our A/B testing template includes the main steps and key points to validate your marketing hypotheses expertly and achieve meaningful results for your business strategy.
5. Neural Pricing
Consumers are shown the same products or sets of products but at different prices. Research allows us to identify which price drives most customers to buy a particular product right here and now. In this case, the examples are right next to us because everyone has seen the prices of $9.99 or $19.99. According to William Poundstone's research , a discount of just one cent can increase sales by 24%!
