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Tag: neuromarketing study

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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.

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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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Cognitive Neuroscience and Neuromarketing

neuromarketing

Neuroscience (Brain Studies) has developed at an incremental pace in recent years. This filed of science sheds light on the complex mental and emotional processes of the brain.In the last 20 years, thousands of studies conducted in normal healthy individuals have created an important know how about the biological mechanisms underlying the attention, perception, learning, emotional arousal and decision-making processes (cognition) of the brain.Neuroeconomics and neuromarketing are examples to the areas among which the application areas of know how develop.

Neuromarketing is a brain-based research method that uses techniques in neuroscience to understand the human brain’s response to the presented stimuli. Its main purpose is to better understand and predict the unconscious behaviour of consumers.

In the field of Neuromarketing, Event-Related Potentials realized with Electroencephalogram (EEG, cerebral electrical activity) and functional Magnetic Resonance Imaging (fMRI, cerebral circulation), and online, individualised mood measurements and eye movement tracking methods have significant advantages over conventional research methods.People’s explicit discourses do not provide results with sufficient reliability due to differences in the capacity of individuals in expressing their mental processes. However, neuroscientific measurements are unaffected by such external impacts.Studies with high validity and reliability can be designed.When it comes to big conceptual steps such as developing a new marketing strategy, they provide highly reliable data that are thoroughly tested.Therefore, they offer a new scientific framework for understanding consumer behaviour and the causes behind it.

Indispensable Elements of a Correct Neuromarketing Study

  • Measurements should be carried out with the seriousness and discipline of science.
  • Neuromarketing studies should be carried out by neuroscientists and an experienced qualitative team.
  • Every study should be unique.
  • The study should be conducted based on hypotheses.
  • A special research design should be prepared for each study.
  • Artificial intelligence should not be used in the studies, and the project should be carried out with real participants.
  • In EEG measurements, devices with high medical standards should be used. Devices that measure EEG signals with inexpensive circuits and that can be easily used by any user should not be used.
  • Methods must have a 95% and higher reliability rate.
  • The findings should not be open to estimation and interpretation. Findings should be presented with statistical significance within the limits of scientific precision.