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Tag: nervous system

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THINGS YOU MUST KNOW ABOUT EEG

EEG yolculuğu

In order to measure consumer behaviour and brand perceptions of customers; the marketing experts, brand managers, advertisers, and market researchers have recently begin to prefer Neuroscience Research, which pinpoints the underlying emotional and rational factors that influence the brain’s decision-making process. Neuromarketing, which is within the scope of Social Neuroscience, reveals how the brains of people as customers, and ultimately THE PEOPLE AS SHOPPERS work in decision of shopping by feeding on science and marketing.

Currently, one of the most important technologies in the hands of Neuromarketing is Electroencephalogram (EEG). EEG, the electrical activity of the cerebral cortex, allows the measurement of brain activity without causing any pain or damage to the subject. There are 2 different methods specified in the literature for measurements made with EEG. These are:

  • Standard EEG (On-Going)
  • Event-Related Potentials (ERP)

Standard EEG

The results that can be obtained by measuring ongoing brain activity using the standard EEG method, without making any hypothesis or experimental design in order to obtain reliable information about the brain, have a limited efficacy.

Event-Related Potentials (ERP)

It is possible to measure the responses of the brain to these stimuli in a specific manner by repeatedly providing static visual or auditory stimuli derived from EEG that presented within an experimental design, and analysing the EEG signals obtained in a temporal correlation. These measurement techniques are called Event-Related Potentials (ERP) and Event-Related Oscillations (ERO).These methods makes it possible to measure with high accuracy the mental processes of the brain such as attention to specific stimuli, recording in the memory, recalling from the memory, semantic processing, and decision making.

Differences and Superiorities of the Event-Related Potentials (ERP) Method

  • Name: The measurement made with plain EEG without using the ERP method is called the Standard EEG Study.
  • Scientificness: The standard EEG study is only a measurement. However, the ERP method is the most scientific method in the cognitive field.
  • Reliability: The rate of reliability is over 95% in measurements made with ERP.
  • Hypothesising: ERP is a study of hypotheses, in which some hypotheses are created before the study in order to answer the questions asked by the customer about the stimulus to be tested (i.e. brand concept, packaging, logo etc.)
  • Researche: There are many type of research in neuromarketing. Studies such as “Concept Test”, “Image Research”, “Brand Creation and Development”, “Animatic or Storyboard Pre-Tests” can be carried out with ERP.
  • Methodology: The methods of standard EEG and ERP study are completely different from one another. Please contact NeuroMark for more information.
  • Memorability and Semantic Correspondance: In the Event-Related Potentials methodology, the scores of ‘Semantic Correspondance’ and ‘Memorability’ are determined in addition to the ‘Attention’, ‘Mental Effort’ and Positive and Negative Emotion Level’ in the Standard EEG. Semantic Correspodance brings forward the real association between the attributes/qualities that are thought to be associated with the brand.

IN CONCLUSION:This measurement methodology is the mainstay of the great success of Cognitive Neuroscience in the last 20 years, which we can only ask to the brain specific questions about cognition with ERP. Only Neuro-Mark applies this very efficacious and advanced methodology in Turkey.

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Power of Neuroscience and Neuromarketing

neuroscience and neuromarketing

Throughout human history, countless disciplines have tried to unravel the mystery of human behaviour by using conventional and experimental methodologies. Though, these methods have always been insufficient and inefficacious to correctly interpret the human behaviour, which has a direct link to the working of the brain.

Thanks to the recent advances in science, we can make the best use of brain imaging methodologies to understand the functionality of human brain. This evidence-based research discipline that tackles with the usual and unusual biological responses of the human brain is called “Neuroscience”.

Neuroscience (Brain Research) has developed at an increasing pace within the recent years, and has shed light on the complex mental and emotional processes of human brain. In this context, Electroencephalogram (EEG, brain electrical activity) and functional Magnetic Resonance Imaging (fMRI, brain blood circulation) methods have become the most important scientific tools in neuromarketing and enabled us to measure the brain activity without causing any pain or damage to the subject.

In the last 20 years, thousands of studies have been conducted in normal healthy individuals with both methods, and these studies have created a significant know-how and an accumulation of knowledge on the biological mechanisms that lie behind the attention, perception, learning, emotional arousal and decision-making processes (cognition) of the brain. Neuromarketing is one of the developing application areas of this know-how.

Regarded as the new generation method in today’s marketing world, ‘Neuromarketing’ is the neurological and physiological study that focuses on the subconscious responses of the mind towards various stimuli. In our day, we know by evidence that the subconscious is very effective in decision-making processes of consumers. By utilising this method, we can scientifically measure the subconscious perceptions, tastes, preferences, reactions, and purchasing tendencies of consumers.

By shedding light to darker corners of consumer attitude and behaviour, Neuromarketing provides the opportunity to look at the consumer world from a broad perspective, which constitutes its primary advantage. Technologies such as EEG, Mobile EEG, Eye Tracking, Face-Emotion Matching System and Galvanic Skin Response and Resistance are used for measurements in neuromarketing. The main point that should not be forgotten in the use of the data provided by neuroscience in applied fields such as neuromarketing is that the measurements be carried out with the discipline and precision of scientific research.As we always point out, all these methods should be carried out by neuroscientists. Each study should be modelled as boutique, so that the reliability rate will be 95% and more. The results should be analysed for statistical significance. The studies should be supported by qualitative research to enrich neuromarketing findings. Additionally, these measurements should be fast, practical, up-to-date and accurate. When all these are realised, a neuromarketing study will enlighten the so far obscure consumer attitudes and behaviours, and will show the sides so-far invisible, and will lead marketing strategies with a scientific, holistic and result-oriented perspective.

It would not do just to restrict the neuromarketing studies with sectoral basis.Until recently, only results obtained from conventional research methods were being used to attribute meaning to the popularity of any product used in the promotion and in other research. However, it is quite clear that examining the popularity in this way should always be based on behavioural factors, in other words, it is subjective. Today, we know for sure that there is a need for systematics other than conventional methods in order to reach an objective measurementof a product.

How is neuromarketing perceived in Turkey?

“An elephant comesin the middle of some people who have never seen an elephant in their lives. Some would grab it by the ear and say “this is a bat”, some would grab it by the nose and say “this is a snake”…

Sadly, this phrase reflects the perception of neuromarketing in Turkey. In order to create a difference and attraction, the companies put forward some unscientific definitions and studies that are carried out without adequate measurements/applications in the field of neuroscience, without bothering to learn the essentials.

Neuroscientists and Market Researchers Hand in Hand…

The reality behind the success of neuromarketing and many other disciplines with the prefix “neuro-” is the continuous cooperation between neuroscientists and market researchers without violating the professional boundaries.

In the literature, countless neuromarketing studies, carried out with a cooperation of academic sector and private sector, have resulted with significant success.

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Appeal to the Emotions

acı ve haz

Emotions are not only a set of gestures and movements on the face triggered by the contraction of facial and corporal muscles in certain ways, but they are also the triggered by neurons. There are seven basic universal emotions: fear, anger, joy, sad, hate, disgust, and surprise.

Emotions are formed in our brain. Brain has the most important job to do in emotional mechanisms. Emotions affect cognitive functions, and cognitive functions control emotions. Emotions of people against anything kind of stimuli that they see, voice, taste or feel are actually the responses from the central and autonomous nervous systems.Some scientists claim that these responses are open to genetic tendency, but there is no evidence in the literature on this matter. Facial muscles are triggered by the autonomous nervous system and deep brain structures (i.e., Amygdala, Orbitofrontal cortex, Anterior cingulate cortex and the activation of Insula).

Experiences, experiments and studies reveal and emphasize how effective emotions are in all areas of life today.It is very important that we recognize each other’s feelings so that we can empathize with the people in our lives and predict what their next steps will be.In order to express ourselves to the people around us, we must first be able to understand and express our own feelings.

Today, people’s emotions are analysed through the expression of facial muscles.However, the measurement and analysis of emotions should be carried out by neuroscientists themselves with proper measurement methods that will go into the literature, and statistically significant scores should be reported. Statistical significance means that the commonly feel the same emotion against the stimuli presented to them. It is necessary to evaluate the emotions against each visual/auditory stimulus presented and to make a individualised emotion mapping.

Whatever you do in all areas of life – appeal to the emotions! Facts and figures are never enough, words count up only to a certain point, logic never functions properly… Emotion is required for decision!

On this matter, Antonio Damasio, a Neurology and Psychology Professor at the University of Southern California, says, “We are not thinking machines whoalso feel; we are rather feeling machines who also think”. This seems to change the  cliché “do not involve emotions in  decision-making!”Today, the theory ‘first feel, then do, think last’ is being narrated in the training of individuals, since the emotions create action and trigger decisions.