Neuromarketing; Cracking the Code of a Consumer’s Mind!

Neuromarketing is an intriguing field of marketing where the professionals utilize technology to get an insight into the audience’s responses to specific elements of marketing. It’s a gentle play with your mind in a way where the marketers dig into your subconscious mind to study the consumer’s behaviour and personality for their benefit. This astounding field pays attention to a bunch of particular elements, including products, advertising, presentations, content, and more. Now, professionals use a heap of technologies and strategies to comprehend your reactions to different stimuli. Here are a few of them to give you a little more word about them.

Tracking Your Eyes

Yes! They literally track your eyes to see what you’re interested in. Multiple eye-tracking equipments can be used to analyze how a consumer views a specific web page, retail store or anything else that’s being tested. Eye-tracking works with infrared light when a consumer is looking at a stimulus to catch the actual position of the pupil. Moreover, it notices the entire visual path to see which elements catch the consumer’s attention first and how the attention moves from one thing to another.

EEG – Tracking what you Think

Moving ahead of just tracking what a consumer sees, EEG takes the marketers a step forward in understanding how a consumer’s mind works. An electroencephalogram is a technique that measures the electrical activity of your brain in response to a given cue. It involves the use of headgear with small sensors attached to the scalp. The sensors record the brain’s activity and transform it into electrical currents. Be it some ads, fancy packaging, or an exquisitely designed webpage, EEG gives exciting insights into all.

Facial Coding

Are you among those people that cannot control facial expressions no matter what the situation is? If so, this technique can unveil great secrets from the depth of your mind. Facial Coding actually records your expressions to a particular stimulus presented. Whether you smile slightly, frown a little, display anger, get confused, or even if your eyes widen upon a piece of the given information, your muscle movements are recorded by the sensors. It is then utilized to read your expressions and interpret them.

Implicit Association Tests

These are special kinds of tests where marketers try to understand the beliefs and unconscious concepts about specific products, experiences, places, etc. They give you statements and then ask you to set them in specific categories. Now, according to which categories you drop the statements in explains a bit about your underlying concepts on certain things.

Summing it up, Neuromarketing is extensively helpful in understanding the consumer’s behaviour and improving marketing techniques and strategies. It may look unethical to a lot of people out there and raise dilemmas in your mind, but it is not that sneaky as it seems. Instead, it brings in some of the most effective and accurate information about how a human brain works and processes marketing strategies!