Neuromarketing consists of various components. On the one hand, there is psychological market research with a focus on information intake and on the other hand, there are methods of brain research that have been transferred to methods of marketing. But what does the neuroscientific consideration do for market research? Rarely have companies been able to get such a good look into the customer’s head and learn more about him. The insights that companies can gain from brain research go far beyond the classical instruments of market research and complement them optimally.
Neuromarketing as an instrument of market research
While market research provides information from survey techniques and statistical methods, neuromarketing is concerned with the brain of the customer and its way of making decisions. Here you get a unique insight into various factors, from the effect of product packaging to the interplay of different colour combinations and effects. Neuromarketing gives us a deeper insight into the customer’s head, but also an expensive insight.
Even if the price depends on many factors, such as the depth of insight and the number of objects tested, it usually varies between 8,000 and 22,000 euros. For many cases there are therefore cheaper methods, such as the A/B test or the preparation of advertising effectiveness studies, in order to supplement market research in a meaningful way. Also an adaptation of the usual market research methods such as focus group interviews and similar, with a focus on the customer’s reaction, is a method to involve the customer more and to get to know him better. Completing the classical market research approach with the best of all worlds is therefore, in my opinion, a good way to reach the goal.
Problems of neuromarketing in market research
Even though it has often been described as a panacea, it is still in its infancy. Neurobiologists clarify that neuroscience currently still has many questions that the marketer might not have answered adequately. The real emergence of final decisions remains a mystery and just because the test brings it as a result, it is far from being said that the customer is also willing to buy the final product in the market.
One reason for this can be the so-called affirmative perception. This means that you often only perceive what you want. While in the neuroscientific investigation one is fully focused on the stimulation of advertising measures and branding, in reality it can look completely different.
However, one thing is clear: neuromarketing can provide important and informative explanations for consumer behaviour by combining different research results. The exaggerated representation of the opportunities offered by neuromarketing is a valuable tool in consumer research and adds valuable factors to market research. It gives us a look into the customer’s head and that is relevant. Just as relevant as picking up the customer and working together with him. It is a trend and a sign that corporate communications are moving in the right direction in many areas. Marketers have apparently realised that it is not only about them, but also that the customer is the focus of attention in the end.
