Neuromarketing offers to companies the chance to understand the decision making in its deepest core, investigating the irrational and emotional reasons that lead the client to come to that decision.
Starting from the assumption that in the information economy the competitive factor is knowledge, neuromarketing is an opportunity as much as a risk.
If used in an integrated way with other market research tools, it helps to understand the most intrinsic pathway through which an ad campaign hits the target.
Used with levity – without being able to convert information into knowledge – is reduced to being a sterile tool, useful only to make misleading conclusions.
The intersection of information to generate knowledge is crucial: for example, if through neuromarketing studies we analyze the effects of an advertisement on the human brain and look at the effects, you will need to intersect this record with other researches to get a pertinent and significant statistics for your own strategy.
The most commonly used by Research Centers and Advertising Agencies neuromarketing technique is the so called Eye Tracking. The second most used by research centers is the EEG (electroencephalography), while advertising agencies prefer to “read” facial expressions.
These techniques are used primarily to study the Advertising, Packaging and In Store Marketing effects on certain brain areas.
Eye Tracking records the eye movement by detecting corneal reflection (the first Purkinje image) through infrared rays. It lets us distinguish what a person looks at, on which details he/she lingers and for how long. It is useful to formulate faster, more immediate and effective communication strategies.
The EEG, on the other hand, records changes in the electrical potential in order to record the brain activity.
It lets us understand when people are attentive, when they memorize a message, when they recall knowledge already acquired from memory and the level of effort in processing information. It is useful for content selection, to pick the ones that best fit the goals, while respecting the principles of simplicity and consistency.
The added value of neuromarketing can be exploited by companies to make innovation.
Is neuromarketing suitable for Pharma too?
Considering that the Pharmaceutical Retail Market has slowed down in its growth – in favor of the hospital one – companies face the need to innovate. Integrating these research techniques in order to make efficient communication strategies can be the solution: we can’t escape changes and the events of recent years confirm it.