Delving into Neuromarketing | DMA

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Delving into Neuromarketing

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At Lab, we are dedicated to putting human understanding at the heart of everything we do. One of the ways we do this is through neuromarketing. To gain a deeper understanding of neuromarketing, Daryll Scott, Director of Human Technology, gave us a brief breakdown…

What is neuromarketing?

Daryll: It’s not very well defined as an industry. At Lab we define it as: Using technology and observation to measure the emotional, non-conscious responses to media and make measurable improvements. It’s not neuroscience - the ‘neuro’ bit refers to the whole nervous system.

Why is neuromarketing important?

Daryll: On the receiving end of all communication is a human nervous system. Behavioral economists know that consumers are irrational and neuroscientists know that nothing happens without emotion; all decisions are emotional.

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 behavior.

What businesses can use Neuromarketing?

Daryll: Testing is becoming more and more accessible to all businesses with some tests now costing less than £10,000. We can use it to audit CX or brand, A/B test options, de-risk bold creative decisions by anticipating results and track improvements in emotional performance.

Sound interesting?

For more information about neuromarketing or any upcoming events, email charlotte@lab.co.uk.

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