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Neuromarketing Sounds Sexy Because It Is Sexy

Trends and Insight 137 Add to collection

Neuromarketing enables businesses and brands to speed-empathise with their customers and connect with them on a deeper level - here's a quick intro to how it works

Neuromarketing Sounds Sexy Because It Is Sexy

Linguistic synesthesia, intrinsic motivations, cognitive bias… This is the kind of stuff that really gets our neuromarketing juices flowing.

People tend to believe that humans are predominantly rational beings who sometimes act emotionally, but the truth is the complete opposite - we are actually highly emotional beings with occasional spurts of rationality.

Any behavioural economist will tell you that human decision-making is predictably irrational, any neuroscientist will tell you that all consumer decisions are emotional. This is clearly a high-impact concept for marketers, as it becomes more and more obvious that listing specs and abounding detail might not be the best way of increasing conversion rates.

The ethos behind neuromarketing boils down to a simple truth: At the end of every communication is the most complex system of all: the human nervous system - and it should be treated as such.

“We humans are not very good at being aware of the complex, non-conscious processes that create our perceptions, thinking and responses. Neuromarketing is a bit like mind reading – it allows us to track non-conscious responses and make sense of the consumer’s irrational behaviour.” - Daryll Scott, Director of Human Technology

As marketers, we need to stay curious. Curious about why this works and that doesn’t, about how we can experiment more boldly and, maybe most importantly, curious about what gets people to feel something.

There is enough mediocre work out there. Enough Trivago women staring blankly back at us, enough sterile Facebook ads, enough creative featuring white middle-class middle-aged businessmen shaking hands while smiling.

It’s time for work that makes our knees weak and eyes tear up.

The question now is, how do we produce it?

Our neuromarketing expertise has allowed us to create a framework that leads to us consistently producing highly emotionally engaging, award-winning work that delivers results.

The neurotesting equipment allows us to test work before it goes live and consists of three main elements:

1. Facial coding - which allows us to identify the emotion an user is experiencing

2. Eye tracking - linking the emotion with a specific area of interest

3. GSR - very similar to a lie detector test, it allows us to understand how engaged the user is

We use this equipment in conjunction with iMotions, a trailblazing piece of software that collates all of the data and provides us with deeper insights into how the neurotested material is making people feel.

Thus, we are able to understand what is and isn't working in the client's website/ads/creative - or, if it is a project where we start from scratch, to neurotest our own work and ensure that it is igniting the right type of emotion.

“We take these results and rate them according to their level of emotional engagement. From this we develop a list of recommendations for image treatment and messaging/language techniques that resonated with the target audience.” - Beatrice Andrew, Head of Neuromarketing

In addition to this, we have applied our home-baked, unique psychology model playfully called 'Monkey, Lion, Dog' (you can find out more about the model here and even take the test online here). This process allows us to understand what the fundamental drivers are for each persona group we identify, therefore allowing us to tweak the campaign messaging accordingly.

The elevator pitch would be this: based on whether someone is primarily contextually (Monkey), rationally (Lion) or emotionally (Dog) driven, we can deliver messaging/creative to them that is more likely to provoke a response.

This technology and framework are indeed game-changing - but while they are our enabler, it is the unique mix of minds within Lab who really bring the insights to life. Data is an invaluable tool, but the magic lies in the people who wield it.

It is the human element that takes all of this information and turns it into beautiful, world-changing work that truly makes a difference. In the end, marketing is people reaching out to people. Beyond B2B or B2C, we are now moving towards a H2H (human to human) approach which makes things so much more exciting.

Let’s see where it takes us.

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LAB, Fri, 30 Nov 2018 09:42:26 GMT