It is possible to understand which product the consumer buys and why, thanks to neuromarketing. So how does neuromarketing understand the consumer?
We know which products the consumer buys. However, when it comes to why the consumer prefers these products, traditional research methods may not give us the results we want. This is where neuromarketing comes into play. So how does neuromarketing understand the consumer?
As consumers, we can provide ourselves with logical reasons for purchasing products. But in fact, our purchasing decisions are not so logical.
Imagine you are going to buy a car. The main task of the car is to get you from point A to point B, right? If we had made a rational decision, most of us would be driving the same car. Let's add the price / performance balance to the work. But no matter what, there shouldn't be so many car brands in the world.
Take a look at the car ads. Most car ads highlight the way you feel when you own it, not the features of the car. If given, the features of the car are actually secondary in the advertisement. So, if we make a rational decision when buying a car, why do our emotions get involved in advertisements?
Because as consumers, we make 95% of our purchasing decisions unconsciously. We decide not with our logic, but with our purest feelings.
Long story short, we know what we're buying, but we don't know why.
This is where neuromarketing comes into play to reveal the "why".
Neuromarketing is a branch of research that has emerged to find the real reasons that push the consumer to buy. It aims to increase sales and eliminate negative elements in advertisements by finding the motivations behind people's purchasing decisions. At this point, to learn more about neuromarketing, you can read our article, What is Neuromarketing? Why and How to Use?
In short, thanks to neuromarketing, brand officials obtain scientific data on what is more effective on the target audience, how they can get positive feedback, and what will increase sales more.
Thus, by revealing what the customer buys and why, it can be directly observed whether the ideas put forward while determining the brand, product and market strategies at the desk have a real equivalent in the market. Creative agency studies that develop around this information increase the return rates in advertising budgets.
While doing all this, technology is used.
Now, back to our main question, neuromarketing is a research branch that emerged with the development of imaging technologies. For this reason, imaging technologies come into play in the research of consumer's reasons for purchasing. These technologies
fMRI: It looks at the parts of the brain responsible for certain emotions, such as reward, pleasure, and anxiety. It measures the emotion created by the commercial film in the consumer by looking at where the blood flow in the brain is most.
EEG: The human brain generates electricity when it feels any emotion. The EEG method analyzes in which part of the brain this electricity is produced. In this way, it helps to evaluate the advertisement.
Eye Tracking: Examines the movement of consumers' eyeballs. It allows you to understand where they look most in the images.
GSR: When we feel emotions such as fear, excitement, our skin reacts to it. GSR also serves to measure these reactions in our skin.
The synthesis of the information coming from all these technologies with social sciences such as psychology and sociology takes place. And the consumer's reasons for purchasing emerge.
Here is “How does neuromarketing understand the consumer?” The answer to the question arises at this point.
Neuromarketing reveals unconscious reactions that the consumer is not even aware of, with technological solutions. It analyzes the reasons for purchasing behavior.