The main objective for a business is to understand the needs and motivations of a consumer for purchasing a product or service, thus, to be able to decipher information and behavioral patterns of consumers is the key for companies to move in a successful manner. We are living in a technological age and the science of Neuromarketing is one of the gifts, being utilized by marketers with good effect.
Neuromarketing as a key tool is being utilized by companies to connect with consumers by adopting cutting edge technologies and approaches into the formal study of brain’s responses to advertising and is different from traditional research methods, in view of the fact that, traditional methods cannot measure the subconscious minds (Neuromarketing).
The study has its critics and the methods are also termed as a propaganda, in view of the constant flow of messages on the subconscious and conscious minds of the consumers, however, it is to be noted that the process is not easy to replicate due to the cost involved, thus, it is done by companies who have the capacity, besides, willing participants to engage.
Microsoft used EEG to understand the user’s feelings of surprise, satisfaction and frustration while using the companies PC’s and laptops; similarly, Frito-Lay studied the female brain to understand the positioning of its creative copy (Neuromarketing).
The aforementioned examples clearly illustrates that Neuromarketing, is a sophisticated research tool to understand the consumers needs and desires to be able to position the advertising message in a manner that creates an emotive connect that directly translates into themes and ideas resulting in successful marketing programs, besides, making adjustments in the products or service features in view of the consumers needs and desires.
Works Cited
Neuromarketing. Explore the Strategy of Neuromarketing. Marketing-Schools 2012. Web 07 April, 2016.
