Blowing Up the Brain: Learning About Neuromarketing

A few of you may know that my undergraduate degree is in Neuroscience, the study of the human brain.

I loved learning about all the wonderful ways in which our brains work but ultimately disliked life in the lab. Therefore I followed my passion into a career in marketing and communications.

You wouldn’t believe how excited I was when I discovered neuromarketing.

The Lovechild of Neuroscience and Marketing, It is the Future.

So what can we learn from neuromarketing?

Marketing can sometimes feel like an inexact science. You might have all the insights in the world and yet it is hard to predict how things will turn out. In other words, it’s hard to guess what your audience will really respond to before launching a marketing campaign. It often feels like you need a crystal ball to stay on top.

Neuromarketing supplies data and detailed research about what captivates the human brain and makes products or ads stand out. As a result, we are beginning to understand more about why certain ads and brands are attractive to our brains.

This is really valuable marketing research that you can use to inform and improve your marketing strategies.

Using Neuromarketing to Inform Your Marketing Strategy

Unless you have unlimited funds at your disposal, you aren’t going to commission a cutting edge neuroscience company to improve your marketing.

However, you can still learn about the marketing research discoveries made by these neuromarketing companies on behalf of some of the bigger global brands.

Optimised Cuteness: An example of neuromarketing At work.

Nielsen Consumer Neuroscience, one of the big names in neuromarketing partnered with the Ad Council to create an ad to encourage people to adopt shelter pets. They created a video around a dog named Jules. Using electroencephalograph (EEG) and eye-tracking measurements they were able to analyse the emotional impact of each scene on people. They found that scenes including Jules the dog elicited the biggest emotional response from people and that the final scene needed to focus on just one simple logo to avoid confusion. Using their neuroscientific findings, they carefully edited the video to maximise it’s impact. The ad went on to win a prestigous David Oglivy award.