Neuromarketing techniques and tools identify advertising components that trigger positive and negative feelings towards products and brands. These techniques take various forms and, when implemented, can produce invaluable insights for companies to develop marketing strategies, design packaging, and tweak and refine products so that consumers get exactly what they want.
If you’re venturing into the world of neuromarketing, consider some of the following tactics:
1. Eye-tracking 👀
Eye-tracking technology measures visual focal points and excitement correlated with pupil dilation, revealing a consumer’s emotional response to marketing and advertising campaigns. Eye-tracker systems can include software like heat maps and gaze plots.
Eye-tracking technology measures visual focal points and excitement correlated with pupil dilation, revealing a consumer’s emotional response to marketing and advertising campaigns. Eye-tracker systems can include software like heat maps and gaze plots.
2. Color usage 🌈
Consumers make a subconscious judgment about products “within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone,” according to research by Colorcom.
Consumers make a subconscious judgment about products “within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone,” according to research by Colorcom.
3. Emotion response analysis 😊
Facial coding uses webcam technology to analyze consumers’ facial expressions, measuring their emotional response to content and branding. Using data that detects key emotions such as anger, contempt, disgust, fear, joy, sadness, and surprise, marketers can tweak campaigns to achieve their desired results.
Facial coding uses webcam technology to analyze consumers’ facial expressions, measuring their emotional response to content and branding. Using data that detects key emotions such as anger, contempt, disgust, fear, joy, sadness, and surprise, marketers can tweak campaigns to achieve their desired results.
One company using emotion response technology as part of its marketing strategy is packaged goods giant Mars. The company uses its Agile Creative Expertise (ACE) to analyze viewer reaction to video content – anything from short online adverts and social media stories to longer-form TV commercials. The results have helped the company understand the content that resonates with consumers in an attention-strapped world.
