Brands Using Neuromarketing

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Over the last decade, Neuromarketing has emerged as a promising marketing field and more and more brands are looking to adopt it in making their marketing decisions.

Companies are realizing the importance of Neuromarketing and how it can be used to measure brain activity in consumers. It is commonly understood that consumer buying decisions are made in split seconds in the subconscious, emotional part of the brain. Therefore, ┬áby understanding what consumers like, don’t like, want, fear, are bored with, laugh at, etc. as indicated by their brain’s reactions to brands, marketers can design products and communications to better meet the requirements by actually connecting to the consumers.

Here are some of the brands that have already started using Neuromarketing and have got successful results:

  • Microsoft

Microsoft is now mining EEG data to understand human interaction with computers in terms of their feelings related to surprise, fear or frustration.

  • Google

Google partnered with MediaVest on a biometrics study to compare YouTube overlays with pre-rolls. Conclusion overlays were more effective.

  • Frito-Lay

Frito-Lay used Neuromarketing to study female brains with a hope of devising strategies that can better capture their female consumers. The results showed that they should avoid messaging related to guilt and instead guilt-free and healthy associations should be communicated.

  • The Weather Channel

The Weather Channel used multiple Neuroscience techniques including EEG, skin response and eye tracking to measure viewer reactions to three different promotional pitches for their upcoming popular series.

  • Campbell Soup Co.

Campbell used Neuromarketing to figure out how to get more consumers to buy their soups. The research resulted in one of the biggest changes that they have ever made in their packaging, the soup bowls have now become bigger and steamier and soup spoons are gone.

  • Nike Shoe Store

Study conducted on many consumers revealed that scented environment leads to consumers stay longer and spend more. Nike Shoe Stores, Omni Hotels and Rolls Royce have successfully used this research to make their consumers linger longer.

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