Warrier Wala's Test + Learn

Neuro-marketing is a tool that marketers use to analyse how consumers behave towards certain advertisements and promotions. In recent years, neuromarketing has been used as a way of assessing consumers’ responses to products – by using techniques such as MRI scans and EEG brainwaves to gauge their reactions on a deeper level than can be achieved through traditional market research methods.   Neuro-marketing allows companies to better understand the effect of their advertising campaigns so that they can tailor it for maximum impact, ultimately resulting in increased sales.  

In a range of articles, authors discuss the ‘Pepsi challenge’ experiment conducted by Coca Cola ten years ago, which aimed to identify what elements of an advertisement affect how much attention a consumer pays to a commercial. Studies have found that consumers paid more attention when their brains were scanned, and a direct correlation was seen between the level of activity in the brain’s pleasure centre and how much participants liked the adverts , which led to increased sales for Coca Cola.

In short, neuro-marketing is an emerging technique used by companies to analyse consumers’ responses on a deeper level than ever before, resulting in increased sales for brands who use it most effectively.

This is an area that is the top of my ‘curiosity list’ – here’s another piece that dives a little deeper.