Large companies are starting to realise that understanding how
the human brain operates and thinks can have a very positive effect on end sales. Nowhere is this
more critical than in the world of consumer marketing. Previously, marketing
campaigns for new products would include pre-launch feedback from a
typical target audience to understand their reaction to the marketing of the new
product. Colours, slogans, packaging, adverts, smells, tastes, plus many other
things could be tested by asking the target audience for their feedback. This was done by
them either completing a questionnaire or providing verbal feedback sometimes within
a group discussion. The results could be somewhat average and difficult to
Companies are now turning to new neuro-scientific methods to gain a better understanding of their poten tial customer’s reaction. They are starting to employ functional Magnetic Resonance Imaging (fMRI) testing, which has taken the feedback to a whole new level. Using these scans they are capturing the test subjects' actual brainwave activity. They can measure and analyse their responses to different aspects of the product. By monitoring brainwave activity across the full brain, scientists are able to measure the immediate and subconscious reaction to various products. These include: Attention, Emotional Engagement, Memory Retention, Overall Effectiveness, Purchase Intent, Novelty, and Awareness.
By discovering how well something like a magazine cover, the box
on a new perfume, the wrapper on a chocolate bar scores in each of these areas,
neuro-scientists can help companies
to select the correct visual stimulus which is most likely to capture our interest
and appeal to potential buyers at the deep subconscious level. The same
technology can be applied to a wide range of areas to discover the strength of
subconscious responses that they generate in the brain.
This 21st century marketing science is increasingly being used
across numerous industries worldwide to help companies improve their product
development, package design, and marketing efforts. The practical applications are
very wide ranging and will have a massive impact on the future of product
marketing and new launches in many, many different industries.
Theory of Human Excellence
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