Types of research in neuromarketing

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For example, there is the possibility of laboratory testing of an advertising video, the interior space of a retail outlet, the packaging design and the product itself.

To do this, first of all, it is necessary to agree with the customer on the sample of subjects, which consists of determining the number of people and the requirements imposed on them. They can be the core of the target audience or that part of society that is only planning to join the consumers of the products of this brand. The study participants enter the laboratory, after which special devices are put on them, with the help of which an understanding will be achieved of what people feel when watching the video, whether it evokes an emotional response. Then the respondents are surveyed on what they bank email list saw and what they think about it.

The combination of these two approaches can give the most unexpected insights. For example, a person can say that he is completely indifferent to the video or did not like it, while his reactions say the exact opposite. Such a state of affairs can only be revealed by conducting neuromarketing research.

After a certain amount of time has passed since the measurements, the analyst receives a report template, which already contains ready-made graphs. The specialist leaves his comments, conclusions and recommendations under each of them in a language understandable to the customer.

Types of research in neuromarketing

Source: shutterstock.com

The duration of the research is the same as that of focus groups. As a rule, one such event may take from one to three weeks. That is, the time is almost comparable to that of traditional qualitative marketing research, and sometimes, due to the availability of automatic data processing, even faster. It should be noted that the timing is significantly affected by such a fact as the specialization of the participants. If there are no specific requirements for respondents, then there are no problems, but if specialists in narrow specialties are required, then they still need to be found.

Below are listed the main technologies used in neuromarketing research.

Functional magnetic resonance imaging, or fMRI
The principle of operation is to detect changes in blood flow in the brain due to increased neuronal activity under the influence of magnetic fields.

Measures include detailed emotional response, engagement level, and responsiveness.

Let's take an example: fMRI was used to predict sales of Kinder Duplo chocolate products. The research process was conducted by alternately showing the product itself and six advertisements. Using fMRI, respondents' reactions were measured before, during and after viewing. They were then asked to sort the images according to their preferences.

As a result, the researchers developed three sales forecasts, one based on preferences, a second based on brain activity when viewing only one advertisement, and a third based on brain activity when viewing both the advertisement and the product.

To test the results, chocolate was sold in a supermarket for a week at different stands with different advertisements. The prediction based on brain activity when viewing only the advertisements had the strongest correlation with actual sales, while the prediction based on preferences had the weakest correlation.

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