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neuromarketing : How companies climb into your head to better sell


How to understand what a person likes? Marketers have long been skeptical about verbal consumer surveys: people say not what they think, but sometimes they just can not formulate their opinion. But there is something that can not be forged, - brain signals and physiological reactions. If you count them, you can sell a person even what he did not plan to buy. This is what neuromarketing does.

What is already there

Neuromarketing technologies have been developing since the 1990s: marketer Gerald Zaltman came up with how to read people's emotions about products on neurons in their head. For the idea immediately grappled with giants like Coca-Cola, General Motors and Procter & Gamble - everyone wanted to get into the brains of buyers. To do this, it was only necessary to assemble a group of subjects and conduct a functional magnetic resonance imaging . It shows how the blood flow in the brain changes when looking at a product or any other interaction.
Today, scientists are exploring not only the brain, but also other body signals. Heart rate is determined by emotional reaction, and by eye movement - the most attractive fragments of advertising, films, texts and applications. HD-cameras help to grasp micromimics.
Once the Cheetos maker, Frito-Lay, conducted a study to find out if consumers were annoyed with new advertising. The focus group showed a video in which a woman takes revenge on the offender by putting bright orange chips into the washing machine with white things. The subjects were put on hats with sensors, and after the experiment they asked to fill out a questionnaire. Polls said: people did not like the video. But the activity of the brain showed - they are cunning. The participants did not want to admit that the video had mocked them, so as not to appear evil. As a result, advertising still went on the air.
Today, companies use neurotests to select the best cookie advertising or to adjust the pricing policy. Apple with their help came up with a design for several gadgets, and Coca-Cola and PepsiCo analyzed the tastes of drinks. Someone's quickened pulse determined what Mercedes-Benz and Smart will look like. Daimler , which produces them, found out that customers prefer cars that are similar to the front of human faces, so they redesigned the headlights so that they resembled the eyes. The same Frito-Lay has shifted some of its products into matte packaging, having learned that glossy buyers are annoying.
eBay, General Electric, IBM, Disney and Amazon - all of them use neuromarketing technologies. With Russian companies so far, everything is different.

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