How we make decisions in life largely depends on how our brain works. Connecting with customers at an emotional level requires a deeper understanding of their emotions. This is where neuroscience can rescue marketers and businesses struggling to understand consumer behavior.
Human brain kick into high gear when stimulated by external factors. It responds differently to positive and negative experiences. Neuroscience is helping businesses develop a better understanding of their customers and gain valuable insights by studying how the human brain responds to situations. From social media habits to location-based marketing insights, rapidly evolving online marketing industry is making good use of data. Managers, digital marketers, app developers, web designers, etc. can use brain science to create powerful products.
The concept of neuromarketing
Neuromarketing is when we mix marketing with neuroscience. It is about the applications of medical technologies such as functional magnetic resonance imaging (fMRI) to understand the brain’s responses to marketing stimuli. For instance, fMRI can be used to learn what part of the brain drives a consumer to make a decision.
Based on the brain’s response, companies can develop products more effectively. Whether it’s the color of packaging or the speed of a mobile application that encourages a user to make a purchase, neuromarketing can effectively identify factors that convert your prospects into customers.
Applications of neuroscience in marketing
In the absence of a scientific way to understand consumer behaviour, market researchers use surveys and focus groups to unveil consumers opinions and motivations. People tend to give socially acceptable answers to questions, making it difficult to obtain truly accurate data of what inspire us to do business with a company. For example, it’s difficult to find exactly why a user clicks on an ad or makes a purchase decision using traditional business tactics.
While conventional techniques to understand consumer psyche are helpful, neuroscience uncovers a detailed picture of the consumer decision-making process. This very capability can be used to create perfect customer experiences, be it a mobile app or a website.
The efforts made so far to explore consumer neuroscience have successfully identified basic neural processes underlying decision making and human judgement. The current emphasis on basic science research is directed towards marketing theory and practice. There are a number of potential ways neuroscience can be applied to business strategies.
Emotions and feelings are far more influential than what companies have previously thought. Gerald Zaltman, Professor of Marketing at Harvard, is of the opinion that most of our decisions are made at the subconscious level, contrary to classical economic theory which describes that people make rational decisions.
Scientific methods to understand consumers
Many global brands have started applying neuroscience to improve the effectiveness of their marketing efforts and the usability of their digital assets. It also makes it easy to price product and services more effectively. The information extracted using brain science is less susceptible to bias or manipulation, helping companies explore authentic customer behaviour.
Electrocardiogram (ECG), facial coding, galvanic skin response, and eye tracking are some of the scientific methods to study decision-making processes and emotional responses. Galvanic skin response, for example, measures skin conductance to monitor physiological arousal in response to stimuli. These medial technologies can generate real-time data that can be used to achieve sustainable business growth.
Neuroscience can help create better apps
App development industry has a lot to gain from neuroscience. Eye tracking, for instance, monitor how users interact with mobile apps or websites or how they like advertising on hand-held devices. Real-time data generated using eye tracking technologies can be used to optimize mobile apps based on what drives a user to interact with the app.
Such deep and clear insights into user behaviour can help app developers develop better apps that cater to users’ needs. Eye tracking is a great way to reveal the ideal mobile user experience. Here are some critical questions neuroscience can answer:
- How do mobile users interact with the interface?
- What is it that users ignore?
- How do users consume content on different screens?
- Why don’t users complete some actions or use a feature?
For many progressive marketing professionals and business developers, the future of marketing will involve extended use of insights and consumer data generated by neuroscientific methods. If you want your business to grow exponentially in the future, take advantage of neuroscience and neuromarketing.
While the use of neuroscience in marketing is still not widespread, the business community is likely to derive numerous benefits from this technology. It’s time to understand your customers better than your competitors do.