Tag Archives: Neuro Marketing

David Eagleman’s Neuroscience Research On How Consumers Perceive Brands

Neuroscience has been tapped to help brands understand consumer purchasing decisions for several years now, with methods from healthcare and academia such as EEG and biometrics applied to study the motivations of consumers. Marketing insights company Nielsen, for example, even has a branch devoted to neuroscience called Consumer Neuroscience headed by Harvard Medical School neuroscientist Dr. Carl Marci. But what have market researchers actually learned from all these efforts that can help brands?

Our brains seek shortcuts that eliminate the need to think. Photo: Ryan McGuire
Some very interesting research results have come from a Baylor College of Medicine study. A team of neuroscientists presented 40 subjects with vignettes of actions taken by both humans and corporations to monitor brain scans of their responses. This research originally stemmed from the inquiries into the legal implication of ‘corporate personhood’ and fact that the American legal system has extended the rights of individuals to corporations and held corporations, as a collective unit, liable. Funding for this work came from the ‘Initiative on Neuroscience and the Law’.

Our Brains Use Different Areas to Process People and Objects

The study went like this: The vignettes given to the participants showed actions that were positive and pro-social such as donating money, neutral such as purchasing office equipment, or anti-social such as law breaking. There was also a control of vignettes about inanimate objects such as fruit or an ironing board. Baylor College’s website reported: ‘When participants made judgments about people, specific areas of the brain involved in social reasoning became active. In contrast, when participants reasoned about an object, activity in these areas was diminished.’ 

The Human Brain Experiences Corporations as People
The study found that people essentially used similar parts of the brain to understand corporate and human behavior. This study which originally had to do with law has applications to how consumers relate to brands ‘ if they’re using similar parts of the brain to understand corporate and individual human behavior, they’re essentially equating brands with people! You can read the entire paper ‘Are Corporations People Too‘? written by Mark Plitt, Ricky R. Savjani and David M. Eagleman here.

Companies Need to Work on Reputation, Loyalty and Trust

This study gives some radical insight into how people view brands; one author of the study, David Eagleman, says it tells us that companies need to work on reputation, loyalty and trust. We’re excited to say that Eagleman, host of PBS’ The Brain and NYT best selling author will be at The Market Research event this October. Eagleman’s talk is called: ‘Emotion, Motivation, and Reputation: What Matters to the Mind of the Consumer

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Is neuromarketing more precise than focus groups?

Source: Fast Company

A. K. Pradeep, CEO and Founder of NeuroFocus, and TMRE 2011 Keynote Speaker, claims that everyone loves their Apple iPad not because of the luxury of the product, but instead because Apple scientifically designed and built it so that customers would like it.  According to a recent article at Fast Company, Apple is not the only company using neuromarketnig to get inside consumers heads and figure out what makes them desire products. Citi, Google, HP, Paypal and Microsoft are just a few of the companies using ECG scanners to measure brain activity of consumers when their products are being marketed.

 This new portable device designed by NeuroFocus is one of a kind:

The skullcap-size device sports dozens of sensors that rest on a subject’s head like a crown of thorns. It covers the entire area of the brain, he explains, so it can comprehensively capture synaptic waves; but unlike previous models, it doesn’t require messy gel.

Pradeep goes on to claim in the article that he believes this type of market research is both more cost effective and precise than the traditional focus group: While Gallup must poll roughly a thousand people to achieve a 4% margin of error, NeuroFocus tests just two dozen subjects for its corporate clients–and even that is a sample size larger than those deployed by leading academic neuroscience labs.

A.K. Pradeep will be presenting Seven Dimensions For Shopper Marketing Success at TMRE 2011 this year.  Join Pradeep plus over 1200 market researcher to discuss this topic, among others, at the world’s largest research event.

Do you agree?  Do you see neuromarketing as more cost effective and precise than traditional market research methods?  Do you see it outpacing them in the near future?

TMRE presents: Technology driven Market Research

Capturing Insights in Real time. Measuring Meaningful chatter. Breakthrough Methodologies.
May 2-3, 2011 Chicago

Track the most innovative companies in Market Research Technology. Learn about the breakthrough technologies and tools that are being used to understand consumer behavior. This event will explore the technologies that fuel Market Research, and showcase revolutionary speakers and remarkable information that will help you better connect with your target market.

Event Focus & Key Themes:

  • NeuroMarketing
  • Virtual Retail Environment: Understanding Shopper Behavior
  • Using Social Gaming as a Research Methodology
  • Individualized Research: Liquid Signage
  • Crowdsourcing your Research for Co-Creation
  • Geo-location Research through Mobile Devices
  • Social Media Analytics
  • Mobile Apps for Research Usability
  • Ethics and Privacy Policies
  • Visualization Analytics
  • Webcam-Based Interviews
  • Measuring Meaningful Data
  • Text Analytics
  • Measuring Emotional Response through Non-Verbal Technology
  • Social Media Debate: Scientific or Not?

There are a lot of opportunities out there to connect with people in real-time as they are experiencing certain behaviors and exposure to products, brands, and advertising. Find out how you can use new and revolutionary technologies to better understand customer behavior.

STAY TUNED for more information regarding this exciting new event!