NEUROMARKETING CONVERSATION-STARTERS

Posted on Feb 22, 2010 - 10:45 AM

Neuromarketing is all about recognising the role of the subconscious (where purchase intent is formed) and its influence on brand perception and purchase behaviour. It’s a process whereby brainwaves are monitored to determine precisely how consumers react to a message and what the key motivators are.

We sat in on an interesting presentation last week by the CEO of Neurofocus and thought we’d share some of the key insights that he covered.

1. Consumer goods have a ‘neurological iconic signature’.

This is the part of the purchasing or consumption of a product that most excites the consumer. The example presented was an overseas brand of salsa dip.

When you think about the consumption process there are many steps – for example, the sight of the freshly opened jar, pouring it into a bowl, dipping a chip into the salsa, the smell as it nears your mouth, the sound and feel of the crunch of the chip when you bite it, the taste… (you get the idea).

Through their research, Neurofocus found that the highest level of emotion was actually a moment between moments. They found that the sight of the salsa running back through the grooves in the chip and back into the bowl after dipping is the most enticing part of the consumption process for many people.

Based on this insight, they ran an in-store campaign and performed a test and control study. In the test stores they visually featured this ‘moment between moments’ in the creative execution. The control stores simply ran with a product shot. The result – a 7% uplift in sales in the test stores.

Do you know exactly which part of the purchase/consumption occasion excites your consumers the most?

2. Images should always be on the left, and words and numbers on the right.

Reversing this placement of images, words and numbers on your advertising and packaging can result in a 20% drop in message effectiveness. That’s certainly something to keep in mind when designing your creative execution.

Put simply, the left and right hemispheres of the brain process information differently. While linear reasoning and language functions are often lateralised to the left hemisphere, the processing of visual and audiological stimuli seems to be a function of the right hemisphere.

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