Why the interest in Neuromarketing now?
In short: The ability to now deliver actionable , quantified measures of sub-conscious responses from marketing stimulus material
For the vast majority of goods and services, longer-term competitive advantages derived from intrinsic product differentiation are becoming increasing difficult to sustain. The spotlight is shining evermore brightly onto emotionally –based propositions as a primary means of differentiation. In turn this has forced marketers to look for more meaningful ways to understand their consumers and build emotionally based relationships.
A key factor driving the growth in Neuromarketing is the increasing frustration amongst more informed marketers over the shortcomings of traditional research methodologies. In order to better understand consumer relationships with brands, products and services , there is a requirement to better understand the emotional and sub-conscious roots of consumer behaviour. Traditional research is severely limited since it can only probe consciously rationalised response; it cannot measure sub-conscious response as can EEG.
The last few years has also seen serious advances in neurological analysis and interpretation coupled with major improvements in EEG measurement technology.
Neuroco is patenting its bespoke software for rapid measurement, analysis, benchmarking and interpreting results.
With wireless capability and major advances in EEG equipment, our latest kits are light, unobtrusive, mobile and portable, giving new-found freedom to measure responses in almost any environment.
Additionally, the ability to offer scaled-up or mass, quantitative studies is extending the appeal among marketers.