Neuromarketing washington

How Much Value Can Neuromarketing Add to Your Consumer

The subject is wearing a baseball cap, but she’s not at Yankee Stadium – she’s
shopping online. And the cap is no ordinary cap – it’s embedded with 64 sensors, each
one measuring the subject’s brain activity at a rate of 2,000 times per second – way
faster than a Roger Clemens fastball. The brainwave measurement is supplemented by
eye-tracking software, which determines the specific stimulus the subject is reacting to.
A scene from “A Clockwork Orange”? Hardly. It’s an example (courtesy of NeuroFocus)
of a new frontier in market research, one in which scientists measure brainwave activity
using EEG (electroencephalogram), fMRI (functional magnetic resonance imaging) or
other methods to gain new levels of insight about how consumers respond – emotionally
and subconsciously – to a company’s advertisements, website, or other promotional
materials.

These scientific methods are helping marketers move beyond the traditional focus
group. And while practitioners and agencies are still largely kicking the tires of these new
techniques, some see neuromarketing as an increasingly valuable tool for testing the
effectiveness of advertising copy and other elements and, in some cases, gauging the
strength of the brand itself.

How Neuromarketing Techniques Work

EEG and fMRI are shaping up as two main camps in the emerging neuromarketing
space. While the objectives of each are the same – divining consumer responses to
marketing stimuli – the methods of data capture differ.

EEGs measure brain activity using electrical sensors placed externally on a subject
(the sensors are embedded in clothing or attached immediately adjacent to or directly
on a subject’s skin). Subconscious responses to stimuli (images, sounds, etc.) are
captured, added to a database, and analyzed. NeuroFocus, a Berkeley, CA., startup,
uses a combination of EEG tests, eye-tracking software, and galvanic skin response
measurements to zero in on specific stimuli –by RobO'Regan

Markets we serve:

Canada:  Toronto, Ottawa, Montreal, Vancouver, Quebec, Edmonton, Montreal, Winnipeg, Victoria, New Brunswick, Edmonton, St. John's Halifax, Regina,  Manitoba

USA: New York, Washington DC, Texas,  California, Oregon, Utah, Florida

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