What do You Know About Neuromarketing?

Recently the term "Neuromarketing" has been mentioned by advertising agencies and marketing professionals. A lot of people wonder about this new concept, its application in real business and its potential benefits and pitfalls.

By definition neuromarketing is a new field of market research that studies consumers' sensorimotor cognitive and emotional responses to various marketing stimuli. Although this idea started around the 90s, however the technology was not widely available as it is now.

Every business has one basic purpose, making profits. The neuromarketing concept allows you to understand how your consumer mind works. Marketers and advertisers have been always puzzled by the question of how people decide to buy something. What compels them to buy a particular product, and how they come to the decision of preferring one product over the other?

Striving to sell more products and services, marketing firms can use the principles of neuromarketing to confirm, modify or even reject the methods they are using in their marketing campaign.

There are several methods that are used in neuromarketing. One method requires the participant to wear an EEG device with electrodes attached to scalp to record the brain signals.

Eye tracking is also used for understanding and analyzing what is getting the attention of the subject. Another method involves undergoing FMRI or functional magnetic resonance imaging which also measures the activity of the brain as well as the changes in the cerebral blood flow.