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Neuromarketing the new concept of buying

Neuromarketing is one of those subjects - like SEO or CRM or NPS - that you feel you ought to know more about but haven’t the time. Consider this a five minute briefing that will give you the edge over rivals who remain in a state of blissful ignorance. If you’ve only five seconds to spare, the message is simple: Neuromarketing opens doors you didn’t even know were there, but make sure you can trust the doorman!

Before all else, let me explain what Neuromarketing is. You’re familiar with psychology: the study of how the mind works. Neuroscience goes down a level to the observable workings of the brain as a piece of kit. (It’s like trying to understand your computer not by exploring Windows but by opening up the hardware). It uses high-tech tools that help us deduce what the mind is doing from physiological changes in the brain and body. Its beauty is that it lets investigators bypass the notoriously unreliable feedback you get from the most common means of delving into the brain: asking questions. Neuromarketing is simply the application of this approach to business issues.

A good start-point for its story is Damasio’s Descartes’ Error: an accessible 1995 book that pointed out that decision-making has less to do with rational thought than economists might have us believe. To my knowledge, three years passed before the first paper exploring the practical ramifications for marketers of the new ‘brain science’. It was the first gust of a coming gale. Within a few years, the chairman of a market research seminar would be urging all agencies to buy their own brain scanner. Barely a credentials presentation went by that didn’t contain a cutaway shot of grey matter; and on conference platforms everywhere appeared ad agency brain experts who a month earlier had not known their thalamus from their amygdala. Clearly, brains meant business.

Veuromarketing the -buy-button continued...

It just so happened that this surge of interest in the brain coincided with a burst of innovation in neuroscientific technology. Methodological improvements prompted a lot of experimentation in the academic world. These fed into unprecedented advances in our knowledge of brain function. New university posts were created, whose occupants were naturally keen to publicise their work. Soon neuroscientists were in the news as never before, drawing the attention of mainstream marketers. With businesses suddenly lavishing attention on them, it would be surprising if academics had not been keen to co-operate. This did however bring them into contact with some third parties to whom the highest standards of science are not always second nature.

Source The Newcomen Group UK