Studying what happens inside the consumer’s brain when exposed to a brand seemed, a few years ago, like material for a science fiction movie. Brand managers could thus know why their products were successful or not and would not depend on the responses (not always reliable) that consumers gave in the control groups to find out what really interested them. Brands could spy on your secrets.
The question is, at present, something quite feasible and far removed from science fiction. Neuroscience makes it possible to study how the human brain responds to stimuli and its application to brand relationships, neuromarketing, Germany WhatsApp Number List makes it possible to create much more efficient brand messages. It is not really, as a sci-fi movie writer might use, that brands are actually seeing the hidden secrets of their consumers but rather that they are understanding why they behave the way they do.
According to Jürgen Klaric, an American professor, writer, and researcher in neuromarketing and neuro-innovation, neuroscience is discovering wonderful things. “In the last 10 years, we have learned more about the human mind than the previous 40” and all that information is serving to improve the ways and strategies of selling, marketing products, positioning brands and reaching the consumer.
The information allows modifying strategies, adjusting products and being able to be more efficient when reaching the consumer. Different sectors are already taking advantage of the pull of neuroscience and its conclusions. Seeing how neuroscience has changed or is changing four different markets allows us to understand the role it may have for brands in the future.
Ecommerce.Neuroscience can be applied directly to e-commerce and can change the relationship between consumers and the products in front of them. The truth is that companies have already begun to use some of the elements associated with neuroscience to measure the impact of their offering and to discover where they are failing. Eyetracking, following the gaze of consumers while they face the web, allows us to check if the focus of attention is really what companies consider.
This is what EyeQuant does, for example, a company that has among its clients e-commerce firms such as Barnes & Noble or eBay. The neuroscience firm uses different algorithms that they have extracted after carrying out different eye tracking studies to measure the real impact of a website and analyze whether its design is the most correct. What do these types of companies do? As stated in an article by FastCompany, companies that measure how consumers see analyze both the perception and the attention of their gaze. That is, they study what they are seeing at that moment but also how they are seeing it and if this content is catching their attention.
Neuroscience also makes the design of the web and its contents much more efficient and that, therefore, what is being shown goes, so to speak, in a fixed shot. Consumers respond differently depending on the type of stimulus they receive and therefore modify their purchasing process. A color can modify how they perceive the brand and its products and the correct use of words in the descriptions can make them feel or not more tempted to consume a product.