December 22, 2018

25+ examples of neuromarketing applications

Neuromarketing is a technique that is more and more utilized in market research. Neuromarketing accesses the non-conscious reactions of consumers to a product, a brand, or an advertising spot. Discover in this post the most common application contexts of neuromarketing.

Neuromarketing has several application examples. It can be simply applied to better understand the behavior of the consumer, the purchase decision or how aspects such as emotions and cognitive biases affect decision-making. In this sense, there are many books, blogs, videos, courses and even scientific studies that approach the subject. But without doubt, the main application of neuromarketing, and possibly the least talked about, is when different neuromarketing techniques (brain imaging such as EEG or gaze trackers) are employed to complement traditional market research. For example, what type of results and value can we obtain from a study carried out with an EEG that measures our brain activity, a galvanic skin response sensor, and an eye-tracking device, to assess a digital marketing strategy? We will now explore several applications with concrete examples of the experiments that can be accomplished with neuromarketing research.  

Neuromarketing in Branding

Branding is one of the most natural applications of applied neuromarketing. In the end, a brand is not much more than a concept in the brains of consumers. This concept is formed depending on the contact points with the brand through the use of its products or services, exposition to online and traditional marketing campaigns, experiences of other consumers, etc. Let us see some of the most common neuromarketing studies:

  1. Emotional evaluation of the brand: evaluates the emotion generated by a brand and its competitors.

  2. Brand personality: evaluates the associative force of a series of assets towards the brand or its competitors.

  3. Evaluation of distinctive assets: evaluates the associative force of two distinctive assets in relation to assets of the brand to see which one contributes more to equity. It can also assess the associated force of several distinctive assets towards the brand or competitors to find those that are really distinctive.

  4. Evaluation of new corporative image: evaluates the new designs of different branding elements (logotype, brand applications, etc.) comparing results with the current elements and/or against competitors.

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Neuromarketing in Product/Packaging

It is calculated that more than 50% of the launchings of new products fail, increasing to 90% when we focus on mass consumption products. Thanks to neuromarketing, brands can verify up to what point the rational opinions of consumers coincide with non-conscious aspects (which are key to purchase decisions, especially in mass consumption products). Let us see some neuromarketing actions in this field:

  1. Comparison of packs: compares different pack designs to understand which one presents better emotional and cognitive levels.

  2. Display visibility: compares different pack designs placed on real or simulated point of sale displays to verify which one attracts the most attention, using heat maps.

  3. Attribute testing: evaluates the associative force of the attributes of the brand or the category towards two different pack designs.

  4. Consumption experience: evaluates how the consumption experience of a product is affected by the brand, packaging, price or other variables.

Neuromarketing in Advertising

Most of any company’s budget allocated to marketing is invested in advertising and one of its objectives is to transmit the values of the brand and/or product to the target audience. Nevertheless, it is extremely complicated to connect with the consumer through publicity because of advertising saturation. Neuromarketing is employed to improve publicity and verify whether the brand is actually transmitting what is desired to transmit. Let us see some typical neuromarketing cases for this area:

  1. Comparison of animatics: evaluates different animatics to select the one with the best argument (= attracts the audience).

  2. Evaluation of ad campaigns: evaluates, in details, an advertising spot to find improvement areas, select key scenes and help obtain different versions adapted to the specific channel (TV, digital, etc.).

  3. Evaluation of graphic campaigns: evaluates different graphic elements of a campaign to find improvement areas and locate the elements that attract attention.

  4. Evaluation of digital campaigns: evaluates the emotional response of digital publicity as well as its visibility and interaction capability in a specific context.

  5. Evaluation of radio campaigns: compares different advertising spots to evaluate which one presents the highest emotional impact on the audience.

  6. Evaluation of publicity material at the point of sale: evaluates different POEs to find improvement areas and verify whether they attract attention and generate an emotional response in the consumer. 

  7. Brand building: evaluates, through PRE/POST tests, if the perception of the consumer towards the brand has changed after being exposed to an advertising campaign.

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Neuromarketing in Digital environments

The digital transformation of the society has produced progressively more digital consumers, and brands should also be capable of connecting through this new digital channel. Neuromarketing is employed in many cases to understand how this digital interaction occurs, towards the improvement of usability and user experience with these new digital elements, which could be web pages, apps or digital services/products, in PCs, mobile devices, etc. Some examples of neuromarketing applications in digital environments are:

  1. Evaluation of graphic lines: compares different graphic lines of a digital tool to verify which one achieves a better emotional connection with the user without negative repercussions on usability.

  2. Evaluation of landing pages or microsites: evaluates how the user behaves when freely navigating these pages, understanding which zones attract attention, what emotions are caused, or if there are usability issues.

  3. Usability studies: evaluates the usability of a digital element (web, app, digital product/service) from key tasks that the user must carry out.

  4. Brand building: evaluates, through PRE/POST tests, if the perception of the consumer towards the brand has changed after being exposed to a specific digital element.

Other fields of application and neuromarketing studies

Nowadays, the most common fields of application are those previously mentioned herein (approx. 70% of the studies carried out). However, there are many other applications of neuromarketing, such as:

  1. Point of sale: evaluates consumer behaviour and experience in a store or shopping center.

  2. Entertainment: evaluates experiences such as visiting a museum, watching a tv show or a movie, interacting with virtual reality, playing a videogame, etc.

  3. Politics: studies that aim to understand, for example, what assets are associated non-consciously with a party or candidate, which can help improve a speech or information pamphlet.

  4. Industrial design: evaluates different product designs to find areas of improvement in usability, aesthetics, etc.

  5. Architecture and work environments: studies that try to understand the human behavior and experience in a building (especially interesting in offices and other working environments) and find areas of improvement (especially interesting for occupational hazards).

These are only some examples of neuromarketing applications, but there are many many more. In the end, neuromarketing enables us to access the non-conscious reactions of people (when the correct methodology is employed) and this can be applied and provide value in multiple areas. It is important to keep in mind the importance of utilizing these results in a responsible, ethic manner. If this recommendation is followed, neuromarketing will not only provide value to the companies, but also to society as a whole.

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