A deep dive into the consumer's mind
Because we take what we call "a deep dive into the consumer's mind," penetrating far below the surface and into the core regions where thoughts, emotions and memories are formed and recorded, factors like language, culture and education can't corrupt the results. Unlike traditional consumer research methods, we capture and measure the pure, neurological reactions to content and messaging, devoid of filters or external influences.
If all this sounds complex and difficult for the average person to comprehend, that's understandable. I often use this basic analogy to sum up the differences between the old-fashioned methods of marketing research and the new frontiers that neuromarketing offers: If you're interested in finding out what the temperature in a room is, you can ask all of the people in it to give you their opinion.
Or, you can walk over and look at the thermostat and find out for yourself -- for certain.
Neuromarketing research gives you that kind of precise measurement because it's based upon measuring actual brainwave activity, accurate eye movements and specific skin conductance levels.
I'll take the thermostat analogy a step further to reflect another key advantage that neuromarketing offers.
Let's say one person in the room responds to your question by walking over to the thermostat and reaching out to touch it while looking for the temperature readout. If the person touches the dial, they've just changed the temperature. Not deliberately, only inadvertently; maybe even only minutely. Nonetheless, the temperature is now going to be different from when you first asked the question.
The same sort of phenomenon goes on when you ask a question through conventional research means. Neuroscientific research has revealed that, when someone is asked to recall how they felt about a certain thing, or what they remembered about a certain event, an interesting process occurs. Through the very act of trying to recall the feeling or memory and then formulating and expressing the answer, the brain actually alters what it originally felt or remembered. So the result is, by definition, inaccurate from the outset.
"Close enough" really isn't good enough when you're poised to pour millions into a new product launch, or an advertising campaign, a sponsorship or a movie or TV show. By diving deeply into the consumer's mind, neuromarketing can deliver the most valuable advantage that any marketer or content creator seeks: clear, concise, accurate and actionable insights into what will really get the consumer's attention, engage their emotions and be truly memorable.
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Dr. A.K. Pradeep is CEO of NeuroFocus, Inc.
