31/07/2020
The best examples of NeuroMarketing
A few examples of companies that are taking advantage of neuromarketing and neuroscience.
PayPal used neuromarketing company NeueroFocus to help refine their forgettable brand message (essentially: “Safe, simple, wow!”). They tested different key phrases to use in marketing for the different features, and when they improved PayPal’s “visual and verbal identity” based off of neuromarketing data, their click-through and response rates increased 3-4 times.
Hyundai hooked members of their target audience up to a UGC, asked them to look at different parts of one of their cars, and captured their brain activity while they did so. The study focused on the “primal” parts of the brain that triggered subconscious emotions and the results led to the company improving the car's exterior.
*UGC - User-generated content
IKEA used neuroscience to ask “radical, disruptive questions about IKEA’s business” such as what new sources of energy, textiles, and plastics could they use. They used high-resolution EEG headsets and eye trackers on IKEA customers in Poland and the Netherlands to gauge “reactions to new business models.” Today, IKEA has a new business model and undertakings such as a “home solar offering that enables customers to generate their own renewable energy [and] a shift to renewable plastics.”
*EEG - Electroencephalogram
With this technique, the brain's electrical activity is analyzed and registered by a headband or helmet that has small sensors, which are placed on the scalp. This method detects changes in the electrical currents of brain waves.
Intel wanted to understand how consumers felt about their brand in a more thorough way than conducting old-school market research. They hired NeuroFocus to discover the specific words that people associated with Intel and whether these associations were affected by a person's culture. After analyzing the EEG results of their volunteers in both the U.S. and China in which 64 sensors were attached to their heads to measure their brain's electrical activity, they learned new information that they “would have never learned through traditional market research and focus groups, where cultural biases come into play.”