How to Boost Sales with Neuromarketing?

Created By RISC | 3 weeks ago

Last modified date : 3 weeks ago

Companies are focusing more on marketing to reach their target market and bring in revenue.

New technology now helps them research thoughts, feelings, and interests in response to products, advertisements, or signs, as well as purchasing decisions. Let’s see what this "neuromarketing" can offer.

Neuromarketing combines neuroscience and marketing. It aims to apply the knowledge and tools used in neuroscience and psychology to marketing tasks to enhance communication to fit the target audience and meet objectives. It includes product packaging, posters, TV or online advertisements, billboards, and websites. It also involves studying psychology to determine product placement on store shelves, the optimal positioning of billboards where people can clearly see and read key messages, or even designing customer walkthrough paths in large shopping malls. Neuromarketing is also applied in many other areas.

As neuromarketing is a scientific process, various tools are used to understand customer emotions and interests. One tool is eye-tracking to evaluate what customers are interested in, reading, or looking at on a product or advertisement. Eye-tracking can measure in two forms:

• Heatmap Analysis: This provides an overall view of where people are looking in an advertisement, product display, store area, poster, and so on.
• Gaze Plot Analysis: This examines the sequence and duration of eye movements, giving insights into customers' automatic interest, which can be applied to future product design and placement.

Another commonly used tool is Galvanic Skin Response (GSR), which measures skin resistance. Normally, when the human body experiences stress, the skin’s resistance increases as the body sweats. GSR is often used in video advertisements, short films, or movies to analyze the emotional responses of viewers—whether they are feeling more relaxed or stressed during certain parts of the advertisement—and whether this matches the objectives of the ad or video.

Neuromarketing could could play a major role in increasing sales through scientific methods. In the next installment, we’ll dive deeper into the details. Stay tuned on the RISC page.

If you’d like to know more about neuromarketing, get in touch with RISC at:
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​Story by Nattapat Tanjariyaporn, Senior Researcher in Brain Computer Interface, RISC​