Customer behavior predictions and the use of smart neuroscience and brain-research in marketing
People are irrational beings. Yet, we like to think of ourselves as logical and rational. Especially when it concerns purchasing decisions. But the reality is that we are governed by emotions, and the same thing governs advertisements.
For example, neuromarketing techniques have proven that consumers had a negative response to shiny packaging, whereas matte packaging did not produce a negative response. In another example, a company in the financial services industry found that the promise of convenience seemed more efficient than the promise of security. All of these learnings were based on using different neuromarketing techniques.
Customer behavior can be predicted with high accuracy
Emotions are the centre of advertising. They are at the heart of consumers’ relationships with brands. Emotions lead unconscious decisions, also playing a major role in the process of making conscious decisions.
Advertising, like any other phenomenon of the surrounding world, has some influence on the human body and causes various kinds of physiological and psychological reactions. Some advertising messages can convince people to buy goods or use the service, reassure them in their right choice, others – annoy and disturb them.
Emotions lead unconscious decisions, also playing a major role in the process of making conscious decisions.
Each of these human reactions is accompanied by a number of specific physiological responses that correspond to the emotional state of the individual.
To assess and analyze the direct impact of advertising on a person, and hence its effectiveness, various physiological tests are applied (laboratory method of research) using special equipment.
See an actual neuroadvertising analysis of this ad
Customer behavior predictions – then and now
Then and now
The advertising research scientists have used focus groups quite a while ago.
Audiences have been tested in order to determine how to best draw their vision for maximum group attraction.
It is worthwhile in a business sense and can increase the probability that customer making a choice in your favor in the long run.
Now, the science of making customers committing to action, needed for your business, increased above normal limits. Thanks to German scientists` study, that shows how brain scanning and neuroscience can actually forecast whether an advertising will be a be an epic fail or a money-luring hit.
Researchers at The Neuromarketing Labs built up a strategy for anticipating how well an advertising will be perceived by crowds, and thereby precisely foreseeing how well the advertising itself will work for business.
Brain scanning and neuroscience can forecast whether an advertising will be a be an epic fail or a money-luring hit.
The team says that its method of scanning brain waves is at least 85 percent accurate at boding an advertising to be a win-win or a fiasco than less scientifically based study options.
How does it work?
The predictions are based on the measurement of 13 emotional networks.
The analysts were able to understand how effective the promotional materials were getting the consideration of the watchers, in light of how the watchers’ cerebrum designs looked like.
That “neural view” rating turned up to be an excellent forecaster of final product perception. On the basis of this German scientist managed to find out how well ads were received by the audience by the criterion of advertising effectiveness.
The higher neural similarity resulted in a greater gross and more engagement.
“Neuroguarantee” of advertisements efficiency
With the right approach, the advertiser causes the needed emotions and desires in the minds of future buyers. Right here the latest achievements in the theory and practice of neuroscience come into play: as they make a deeper study of how emotions affect decisions.
The effectiveness of these methods in testing commercials is impressive: the findings from the study of the 100 latest advertising messages among 25 brands of FMCG products show, that videos that exceed the average estimates, increase brand sales by 23% more than videos without the emotional involvement of viewers.
The competition is so huge that neglecting the quality of the advertising concept is an inadmissible luxury. When marketers use neuro research before launching an advertisement, and supplement it with monitoring situations after launch, they can benefit from a systematic scientific approach by measuring effectiveness throughout the life cycle of an advertising campaign.
The question of the effectiveness of advertising is relevant for all companies – thus, measuring physiological responses of the viewers is an extremely promising area of research in the effectiveness of advertising.
In this way scientists at The Neuromarketing Labs can analyze any add, predicting which will perform the best. In addition to the practical application of received knowledge, scientists detected the previously unknown complexities of the brain, related to the decision-making.
Influence of the brain on making decisions. Why do we actually make a certain choice?
Once Steve Jobs said:
“Feel free to follow your heart and intuition, they somehow already know who you really want to become”.
Scientists cannot argue about this statement. With a slight correction – it is our brain which helps us in making decisions.
Most people are afraid, do not know or are not sure how to make a decision. It often happens that before making any, you do not really know what you want or what option you should choose.
Decision making seems like an art. Special books, strategies, even tossing a coin doesn`t work as good, as our brain. In the course of research, it was established that 95% of our decisions are being made by our implicit system. Often we do not know why we do things – the brain is set on “autopilot”.
Science opening up the mystery of human brain
Previously, behavioral scientists had a hard time explaining what is going on inside our noggins. They`ve been puzzling over why we commit certain actions, like choosing a specific brand or liking certain people, gleaning the information to update such sciences, like behavioral economics.
Now, all these can seem not as effective, owing to the modern achievements in the field of neuroscience with its cutting-edge technologies like functional MRIs.
Scientists have been studying the brain for more than 100 years, but this remains a daunting mystery to humans. Today, scientists know a lot about the formation of emotions and the mechanisms of their occurrence, which allowed them to manage them, finding the use in near-scientific fields.
Due to all these modern advancements, customer behavior predictions are now much more reliable than ever before. And a whole lot more reliable than using the age-old “gut-feeling decision making process”.