Neuromarketing, what is it?
Posted: Sat Apr 05, 2025 9:05 am
Science opens a new window that allows us to observe the human brain and justify such emotional and subconscious behaviors as consumption.
Over the years, we have seen an increase in the market research sector, introducing new research methods and systems such as the online system and, more recently, neuromarketing – a method of researching and analyzing consumer behavior through neuroscientific research.
And suddenly, science opens a new window that allows us to observe the human brain and justify such emotional and subconscious behaviors as consumption. Yes, our purchases are mostly emotional.
This information leads us to question more traditional methods such as focus groups when it comes to studies on consumer behavior, since they essentially collect conscious responses and are often conditioned by the context and perspective of the participant in order to “get it right” in terms of what the brand and researcher want or want to hear about their products in this type of study. However, we quickly conclude that this information does not reflect the real context.
It is in this paradigm that neuroscience applied to consumption accurate mobile phone number list helps inform brands about which stimuli trigger certain emotions and consequently certain behaviors in customers – purchasing. It allows brands to adapt their communication strategies, attract more customers by adapting consumption spaces and products offered, engaging them more effectively and lastingly and increasing the conversion rate, reducing the risk of failed campaigns and consequently the associated financial waste. On the other hand, the customer also benefits. In other words, brands can improve their products, services and approaches, increasing satisfaction and meeting the individual's needs more effectively, ensuring that the customer acquires what they need from the brands and may even spend less.
With these premises in mind, the commitment to partner with brands on this journey of learning and continuous knowledge of their customers emerges, to direct and improve their value proposition among their target audiences, improving the consumer and digital user experience, while saving financial and even environmental resources.
Ultimately, neuromarketing reveals benefits for both parties and it is these good practices that we will explore throughout the Applied Neuromarketing for Digital Business course.
Over the years, we have seen an increase in the market research sector, introducing new research methods and systems such as the online system and, more recently, neuromarketing – a method of researching and analyzing consumer behavior through neuroscientific research.
And suddenly, science opens a new window that allows us to observe the human brain and justify such emotional and subconscious behaviors as consumption. Yes, our purchases are mostly emotional.
This information leads us to question more traditional methods such as focus groups when it comes to studies on consumer behavior, since they essentially collect conscious responses and are often conditioned by the context and perspective of the participant in order to “get it right” in terms of what the brand and researcher want or want to hear about their products in this type of study. However, we quickly conclude that this information does not reflect the real context.
It is in this paradigm that neuroscience applied to consumption accurate mobile phone number list helps inform brands about which stimuli trigger certain emotions and consequently certain behaviors in customers – purchasing. It allows brands to adapt their communication strategies, attract more customers by adapting consumption spaces and products offered, engaging them more effectively and lastingly and increasing the conversion rate, reducing the risk of failed campaigns and consequently the associated financial waste. On the other hand, the customer also benefits. In other words, brands can improve their products, services and approaches, increasing satisfaction and meeting the individual's needs more effectively, ensuring that the customer acquires what they need from the brands and may even spend less.
With these premises in mind, the commitment to partner with brands on this journey of learning and continuous knowledge of their customers emerges, to direct and improve their value proposition among their target audiences, improving the consumer and digital user experience, while saving financial and even environmental resources.
Ultimately, neuromarketing reveals benefits for both parties and it is these good practices that we will explore throughout the Applied Neuromarketing for Digital Business course.