Product placement is an increasingly prevalent marketing communication technique in video games. It allows a direct connection between the brand and the consumer in a non-intrusive way, taking advantage of the enjoyment of the game experience. In this post, we will offer a first approach on what product placement is, how we can detect it in videogames and some initial results on its functioning at the cerebral and psychophysiological level derived from a research we conducted.
We are all somewhat biased due to our past experiences and the upbringing and education we have been given. It remains more or less unconscious in our minds, defining our beliefs, influencing our attitudes, and shaping our behavior. It is the reason why we associate the color black with elegance and red with passion. However, it is also the reason why technology is still more associated with boys than girls, or why, in part, we still suffer from racism.
Geolocalization is key to multiple applications and services. Indoor Positioning Systems (IPS) are key to extend these services indoors where GPS systems are not reliable. IPS are integrated and can be deployed in homes and buildings, and can interact with smart devices to provide them with spatial context. In this post we will explain how IPS work, what types of IPS technology exist, its features and its main applications to track people, from hospitals to market research.
Eye tracking has become an invaluable tool for understanding attention, visual behavior and human behavior in a number of diverse fields, from psychology, neurophysiology, user experience, market research/neuromarketing, etc. The technology can also be used for medical analysis and screening, and it provides a new method of interaction.
Historically, eye tracking systems were invasive and immobile, and therefore useful only in very limited experiments. While there are still some limitations
Implicit measures became very popular years ago by the academics, and many researchers employed them to analyze biases in racial groups, gender, sexuality, age, and religion, as well as to assess self-esteem in clinical psychology. Today, other applications in market research have emerged to gather information on implicit preferences of products, brands, politicians, and celebrities, and to reveal which attributes are more inherently associated with these concepts.
We believe that reality is exactly what we perceive but really, this is just an illusion of our own brain. This happens because our brain takes shortcuts to interpret information and adapt to our surroundings: heuristics on which the brain relies to understand the reality perceived, but… can we always trust our brain when it utilizes these resources?
Neuromarketing is a new discipline that complements marketing research and makes use of scientific laboratories and techniques such as brain imaging (with EEG), implicit response tests, eye-tracking and facial coding, to name a few. Do you know all the existing techniques, their advantages, and limitations?
Most people believe that even basic emotions are capable of clouding our judgement, thus affecting our ability to make rational decisions. However, the reality is more complicated than this, and neuroscience holds the key to understanding why.
Neuromarketing is becoming more and more popular among companies. But, although everyone understands that neuromarketing consists of applying neuroscience to the field of marketing, depending on how it’s applied, we could be talking about theoretical or applied neuromarketing. Do you know the differences between them?
Today, brands are forced to employ increasingly novel approaches when assessing what drives consumers. To this end, many work with specialised neuromarketing companies that carry out implicit research studies. But what do these companies actually do? And what techniques do they use?
In an interconnected world where almost everybody visits the internet on a daily basis, online searches have become the most common way of obtaining information. So what are the best sources of neuromarketing news?
Buy buttons, reptilian brains, brain reading… Science fiction or reality? Manipulation or exaggeration? Is there a limit to the direct influence of brands on consumer behaviour and purchase decisions? Is neuromarketing ethical?
A neuromarketing study is actually a neuroscience study, and therefore the scientific methodology followed and the technology utilized are crucial to obtain reliable results. There are also other aspects to take into account… do you know which ones?
Neuromarketing is the talk of the town and there are more and more professionals betting on its success. However, neuromarketing is still a very recent field and there are still several questions on what it is, how it is applied, what are the contributions, its limitations, etc. This post will bring answers to the main questions, along with links to other posts that will provide more information.
Neuromarketing is a technique that is being increasingly utilised in market research. Neuromarketing accesses the nonconscious reactions of consumers to a product, brand, or advertising spot. Discover in this post the most common applications of neuromarketing.
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