Neuroscience is entering its golden age in the world of marketing. Companies are increasingly using these resources to understand consumers and are achieving more efficient results linked to neuro, which has made the interest it arouses among companies much greater and that the list of those who jump to try it do not stop increasing. As they point out in a study carried out in Warc on the subject, neuroscience applied to marketing, neuromarketing, is entering a kind of golden age.
Companies are using it more and more and are turning to neuroscience on an increasingly recurring basis to understand consumers. Neuroscience, they say, has become mainstream, like popular songs, and has therefore ceased to be in the hands of a few.
What is it that has pushed companies into the UAE WhatsApp Number List arms of neuroscience? From the outset, brands are turning to neuroscience because it is becoming easier to commission prospecting work in this field and because the costs of research using neuroscience are becoming more affordable. According to the report, an investigation can cost about $ 5,000, making it much easier to test neuro techniques to test products or customer approaches.
The increasingly low cost has removed one of the barriers to entry, but that cannot be the only reason to explain the boom. Brands have been convinced by many other contextual elements that have promoted neuroscience as an answer to all their problems.
First, traditional market research techniques have begun to show flaws. The usual methods are not able to keep up with an increasingly complex consumer universe and in which it is necessary to play in a different way. Traditional forms of research have failed to understand the challenges of the digital age and also to keep up with changes in consumption.
Second, brands have begun to understand that the relationship of consumers with products goes beyond the elements that were being measured until now. Companies have assumed the power of the emotional as a dynamic element of consumption and they know that it is the emotions that can get attention to the rest. But they not only need to know how to play with emotions, but also to measure them. And to measure something so intangible and that at first glance can seem so subjective they have to resort to neuroscience.
And, finally, neuroscience elements have been developed and popularized that can be easily taken out of the laboratory and applied to marketing and the relationship between companies and consumers, such as face reading tests or eye-tracking tests, which say a lot. on what people really think and that they have become popular as something that brands cannot do without. Agencies have begun to introduce them into their portfolios and companies have begun to take it for granted that they have to be there to discuss their products and services with them. How neuroscience is being used
Neuroscience applications can be very varied and brands are already using them on many levels, although some of the applications have managed to become a species of favorites within what companies do with them. What is neuroscience being used for in the business world? Warc’s study highlights, above all, two fields.
On the one hand, there is ad testing, or what is the same, the examination of ads. It is, according to the report, “the leading area in which neuro techniques are applied” and it is also where there is “a growing body of good practice.” Brands use neuromarketing techniques to know how consumers respond to their ads and thus discover the real message that will permeate potential customers when they reach the masses.
This is what, for example, Unilever is doing, one of those success stories that the Warc study talks about, which uses facial analysis to see how consumers respond to its ads and discover elements as if there really is engagement. emotional with the message, if a powerful enough story is being contacted or what are the key moments of the ad (those that generate the emotional response from the consumer).