August 1, 2022 - NeuroMark

August 1, 2022August 1, 2022

Mimics and Body Language

We express our thoughts and feelings through our facial expressions and body language as well as through speech. Non-verbal expressions are perhaps as important as the verbal expressions we use in interpersonal communication. When we say mimics and body language, we include hand and arm movements and facial expressions. We always give messages to those around us with these actions and expressions. In fact, we express our emotions in a more real way with our facial expressions and body language rather than our words.

Mankind has come to these days thanks to verbal communication. However, body language, which is a supporter of verbal communication, is sometimes a mere reflection of the facts. Body language is mostly instinctive and consists largely of unconscious actions. Body language is the remnant of our primitive reflexes from the earliest times of humanity, when other creatures were perceived as prey or predators. These reflexes have programmed us to approach stimuli that look like prey and to avoid stimuli that look like predators. Therefore, as soon as we meet, we either warm up to someone or not. It is completely normal to have some impressions about people at first sight, to like some people right away, and to dislike others at all. The brain makes sense of these nonverbal expressions in one-fifth of a second. That’s why we often get some impressions of people at first sight.

This is where the power of neuromarketing comes in. The most striking feature of physical and neurologicalresearch is that it can measure the emotional response of individuals to verbal and visual stimuli within the limits of science. Neuroscience research shows that it is highly likely that we cannot voluntarily express our emotions correctly, even if we want to.

One of the great achievements of neuroscience is measuring emotions from facial expressions. The feelings of the person against any stimulus are measured and analyzed by the reflection of the responses from the Autonomic and Central Nervous System with the movements of the facial muscles.Expression of activation of the amygdala, orbitofrontal cortex, anterior cingulate cortex, and insula is reflected in facial movements.Expression of the analyzed emotions takes place through the amygdala and hippocampal system, while implicit and explicit emotional memory processes information.Implicit emotional memory is information that a person has recorded in the past and formed like a reflex.Explicit memory, on the other hand, is the experiences and information learned by the person himself.

“A man’s acts speak louder than his words.” – Dale Carnegie

Sometimes the eyes complete the sentences that the lips cannot. – Ahmed H. Müftüoğlu

“The meaning in a person’s voice, eyes and behavior is not less than his words.” – François de La Rochefaucauld

What we say is:“When the person’s body language and words contradict, take the body seriously”.

CONCLUSION: When the other person’s body language and words contradict, take the body seriously.

August 1, 2022August 1, 2022

REACH OUT FOR THE RIGHT INFORMATION AND CREATE STRATEGY FOR YOUR BRAND

Brand Research is an approach that sees the consumer as an institution! It means:

to listen to and measure the consumer, as it is the consumer who makes the final decision.
to look for information that sheds light on what and the reasons why the target audience wants something.
to reduce the risk in the matters to be decided.

We, as researchers, constantly ask the same question ‘Why is Research Done’ and answer this question on our own. The essence of the question, that is, the fuel of the research, is information and the purpose is to collect the information in the most accurate way possible. The most important thing on which to focus is to get to work with Research Companies and experts who will use the right method and apply it in the most reliable way. Otherwise, the given time and budget will be wasted. The most dangerous consequence is to have false information. From the brand’s perspective, having no information is better than acting on misinformation.

If the purpose of the research is to ‘create customer loyalty’, then ‘reach out for the emotions’!

“A brand that sticks in your mind is deemed to success. A brand that takes a place in your heart is deemed to gain loyalty.” – Scott Talgo, Brand Strategist

Here are the things to do after getting the right information:

to analyse the information,
to interpret the trends, forecasts, frequency distributions and correlations,
to prepare strategies and present them to customers.

Whether traditional methods or neurological and physiological measurements are applied, the purpose of the research is to reach the inner worlds of consumers in order to reveal the role of brand and advertising in the daily life and unconsciousness of consumers.

The vision of research is to ‘measure brand perceptions’.

The main vision of research is to measure brand perceptions and use these perceptions to increase brand values.

“What distinguishes brands is their symbolic value.”– Prof. David A. Aaker, Brand Strategist

What research aims is ‘to gain deep insights’.

to analyse the brand and consumer relationship
to reveal the positive (+) and negative (-) values of the brand in the eyes of the consumer
to turn the negative perceptions into positive
to encourage teamwork
to provide the right psychological environment
to use the research results in the future, based on the status analysis.

What research brings to the brand is ‘to create a strategy’.

Where are we?

Determining the brand position in the consumer’s mind:
- Studies about the expectations and usage habits
- Studies about brand image and positioning

Where should we be?

Determining the marketing targets
Identifying the communication targets
Identifying the target audience
Positioning and identifying the brand

How can we get there?

Initiating creative studies
Developing marketing and communication strategies

“An approximate answer to the right question (which is often ambiguous) is better than a definitive answer to the wrong question (which is often specific).”– John Tukey, Statistician

August 1, 2022August 1, 2022

What Does Neuroscience Have To Do With Marketing?

As a result of increasing competition conditions, the need for differentiation, the need to gain new customers and the activities to retain the customers are pushing businesses to consumer-oriented marketing approaches. In the past, the next generation marketing trends were data-driven marketing, guerrilla marketing, integrated marketing, word of mouth, and viral marketing. But today, the important role of the internet in our lives, the deepening, development and digitalization of research methods, the latest technologies developing in the examination of neuroimaging activities, which have an important role in understanding the consumer, demonstrate that new trends have been added to those mentioned above. These are mobile marketing, digital marketing and neuromarketing. It has been realized over time that conventional marketing methods are insufficient in revealing the real thoughts that pass through the minds of the consumers. Thus, the technological methods of reaching deeper thoughts and behavioural patterns of the consumer have begun to be investigated.

Thanks to the development of technology, the process of people’s decision-making process has become measurable only with neuroscience methods, since it is linked to our neurological and biological systems. However, in order to fully explain the decision-making processes of individuals, other scientific fields such as marketing, psychology, sociology, anthropology, and economics should come together as well as neuroscience. It would be even more beneficial for these disciplines to create a chain of concepts that can be explained on a common denominator.

Historical Development of Neuromarketing

Let’s take a brief look at the historical process of neuromarketing. An American railroad worker loses his frontal lobe after an accident, but he survives. This accident, which causes the worker in question to change his character after a while, causes scientists to turn to neuroscience studies (Sal-man &Perker, 2017). First, neuroscientific research was born with the concern to unravel how people make decisions. In 1985, we see that Antonio Damasio formed the basis of neuromarketing. “Is Descartes’ Mistake the Only Truth of Neuromarketing?” Somatic Marker Theory.

Since 1985, neuroscientific research has been carried out in military research centers and universities, especially in the USA. In the 1990s, Gerald Zaltman announced that he used the fMRI device in market research, and in this way the first technological steps of neuromarketing research were taken. Ale Smidts asks: “Can we use the science of neurology, which is used to better understand people and cure their problems, to understand consumers and offer them better solutions”. In this direction, the concept of neuromarketing, which is a combination of neuroscience and marketing, emerges (Ecertaş, 2010).

Patrick Renvoise’s research on sales, marketing and neuroscience forms the basis of the method called “Selling to the Old Brain”. Read Montague, professor of neuroscience at Baylor College of Medicine, conducted the first neuromarketing study in 2003 and was published under the name “Neuron” in 2004 (Morin, 2011, p.132).

In 2012, Martin Lindstrom conducted a global neuromarketing study that had never been done before. He collected his research findings in the book “Buyology” and presented it to the market. The book was included in the neuromarketing literature and contributed to the writing and research process of many articles.

CONCLUSION: Having more than one product and service in the market makes it difficult for people to make decisions. Marketing people aim to make their products and services more preferable. With this purpose, they aim to simplify and accelerate the purchasing process. For this reason, companies need to act according to what is in the minds of consumers. The definition of neuromarketing, which has entered our lives for this purpose, is the use of techniques in neuroscience to understand the response of the human brain to marketing stimuli. Its main purpose is to better understand and predict the unconscious behavior of consumers. If the slogan “Neuroscientists and Market Researchers Hand in Hand” is adopted, important success stories can be achieved in many neuromarketing studies.

Day: August 1, 2022

Mimics and Body Language

REACH OUT FOR THE RIGHT INFORMATION AND CREATE STRATEGY FOR YOUR BRAND

What Does Neuroscience Have To Do With Marketing?

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