Neuromarketing research

12 July 2016

Asking questions and registering the deeper layers

Neuromarketing gives us increasingly more insights into how our brains respond to marketing communications. It is a fascinating area that offers new ways of looking at the deeper motivations of consumers. At least 95% of our behavior is based on subconscious processes.

What is neuromarketing?

Neuromarketing is a combination of marketing knowledge and insights from neuroscience. Neuroscience is the study of how human emotions work, and how they influence our decisions and attitudes. In the world of advertising and communications, neuromarketing is used to gain more control over the effectiveness of campaigns and communications. Using neuromarketing, we can better predict the behavior, choices and decisions of consumers, making it an extension of the tool set used by market researchers. For us, it was therefore high time to join forces with others, and look beyond the borders of our own disciplines. This is how we got involved in an fMRI study conducted by the University of Amsterdam (UvA). We are also working with the leading agencies in the Netherlands such as Validators for facial coding and eyetracking, and Neurensics for fMRI studies.

How does it work?

There are a variety of ongoing developments, the purpose of which is to gain more insight into the emotions of consumers: what exactly is it that motivates them when they decide whether or not to purchase products? New methods such as functional MRI studies, Motivaction´s InnerWorld, eyetracking and facial coding are attuned to these subconscious processes, and are a promising expansion of traditional survey research. These methods make senses and emotions measurable. By connecting the new methods with current quantitative and qualitative research tools, we can point out subconscious patterns and relationships much more effectively.

What can we do for you?

We can help you communicate more efficiently and effectively with your target group. For this we employ a number of different tools, depending on your objective: