Neuromarketing: how science can reveal customer preferences
Posted: Tue Jan 21, 2025 4:27 am
Neuromarketing insights can be used to generate more impact on the consumer's mind.
Neuromarketing is a field of study that analyzes the essence of consumer behavior and whose main purpose is to help establish a set of strategies that add value to products, services, brands and, above all, to the relationship between customers and companies. The definition may seem superficial, but this science emerged due to the market's need to obtain increasingly assertive results regarding what is going on in the minds of those on the other side of the counter.
The term was coined in the early 1990s in the works of Gerry Zaltman, from Harvard University. The Neuromarketing industry, in turn, emerged in 1991, when large corporations, such as Coca-Cola, hired laboratories from universities in the United States to analyze the effectiveness of advertisements and commercials. Combining the principles of tunisia whatsapp data marketing, anthropology, psychology, biology and neuroscience, Neuromarketing helps us understand the behavioral roots of the consumer. In other words, through a detailed analysis of preferences, needs, experiences, emotions, memories, care and perceptions, we can finally discover what motivates a customer to buy a certain product, what induces them to hire a certain service and why a customer becomes loyal to a certain brand, for example.
Multinationals take this issue seriously. It is believed that in the last 10 years, around 20% of these companies have already conducted (or are still conducting) some study based on Neuromarketing to establish customer experience actions. Some corporations have made interesting or, at the very least, unusual discoveries. For example, Mercedes Benz, which identified a few years ago that people tend to like cars that “look like people” – because, when we look at the front of a car, we use the same brain circuits that process faces.
This example leads us to reflect on how essential a consistent and solid identity is. And this is where Neuromarketing can help us understand which ideas, concepts and feelings the Customer relates to a brand and an identity. By measuring consumers’ responses to new ideas (or even alternative versions) of products or services, it becomes possible to understand in detail how the decision-making process takes place (which, by the way, happens automatically, emotionally and outside of our conscious perception). This helps us establish the parameters to define what a good Customer experience is and to measure strategies to delight and retain our audience.
The fact is that Neuromarketing insights can be used to generate more impact on the consumer's mind. And considering what neurologists say – that most of all purchasing decisions are made at a subconscious level –, impacting the consumer's unconscious with positive memories, emotions and experiences has become a competitive advantage.
We live in the Customer Centric era, with customers becoming increasingly demanding and at the center of attention. Dealing with this reality in a market driven by dynamism and immediacy is an intense task that demands an absolute understanding of how customers think. By anticipating needs and getting inside the public's mind, we can establish personalized actions, definitively assuming the premise of providing solutions aligned with consumer behavior.
Neuromarketing is a field of study that analyzes the essence of consumer behavior and whose main purpose is to help establish a set of strategies that add value to products, services, brands and, above all, to the relationship between customers and companies. The definition may seem superficial, but this science emerged due to the market's need to obtain increasingly assertive results regarding what is going on in the minds of those on the other side of the counter.
The term was coined in the early 1990s in the works of Gerry Zaltman, from Harvard University. The Neuromarketing industry, in turn, emerged in 1991, when large corporations, such as Coca-Cola, hired laboratories from universities in the United States to analyze the effectiveness of advertisements and commercials. Combining the principles of tunisia whatsapp data marketing, anthropology, psychology, biology and neuroscience, Neuromarketing helps us understand the behavioral roots of the consumer. In other words, through a detailed analysis of preferences, needs, experiences, emotions, memories, care and perceptions, we can finally discover what motivates a customer to buy a certain product, what induces them to hire a certain service and why a customer becomes loyal to a certain brand, for example.
Multinationals take this issue seriously. It is believed that in the last 10 years, around 20% of these companies have already conducted (or are still conducting) some study based on Neuromarketing to establish customer experience actions. Some corporations have made interesting or, at the very least, unusual discoveries. For example, Mercedes Benz, which identified a few years ago that people tend to like cars that “look like people” – because, when we look at the front of a car, we use the same brain circuits that process faces.
This example leads us to reflect on how essential a consistent and solid identity is. And this is where Neuromarketing can help us understand which ideas, concepts and feelings the Customer relates to a brand and an identity. By measuring consumers’ responses to new ideas (or even alternative versions) of products or services, it becomes possible to understand in detail how the decision-making process takes place (which, by the way, happens automatically, emotionally and outside of our conscious perception). This helps us establish the parameters to define what a good Customer experience is and to measure strategies to delight and retain our audience.
The fact is that Neuromarketing insights can be used to generate more impact on the consumer's mind. And considering what neurologists say – that most of all purchasing decisions are made at a subconscious level –, impacting the consumer's unconscious with positive memories, emotions and experiences has become a competitive advantage.
We live in the Customer Centric era, with customers becoming increasingly demanding and at the center of attention. Dealing with this reality in a market driven by dynamism and immediacy is an intense task that demands an absolute understanding of how customers think. By anticipating needs and getting inside the public's mind, we can establish personalized actions, definitively assuming the premise of providing solutions aligned with consumer behavior.