[vc_row css=”.vc_custom_1629803910077{margin-bottom: 24px !important;}”][vc_column][vc_column_text]The consumer’s brain has always been a subject of curiosity. In marketing, a consumer’s perspective is undoubtedly a valuable step in understanding consumer reactions. Since the foundation for developing successful strategic planning is built on research and evaluation, it is essential to understand how a brand, or its products resonate with consumers. Getting inside the consumer’s mind helps to determine how to appeal to them and what and how it would be more advantageous to offer. Here’s what you need to know about the neuromarketing model that brings marketing experts and scientists together…[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1629803910077{margin-bottom: 24px !important;}”][vc_column]
fMRi (Functional Magnetic Resonance Imaging): This method, often used in cognitive research, measures brain metabolism and changes in brain metabolism. By providing access to the so-called “pleasure zone” in the brain, fMRi makes significant contributions to academic studies. Its cost is higher compared to other techniques.
Eye Tracking: Eye tracking, which measures eye movements, uses small infrared cameras to record eye movements and the dilation or contraction of pupils. In neuromarketing studies, the issues that brands seek answers to with this technique are the behaviors of the consumer in the face of a product or a specific object in the store or store. For example, the answer to the question of how much the pupils dilate when they see a packet of crisps gives clues about their feelings about that product. Likewise, it is a technique that sheds light on issues such as what she focuses her attention on in the store, how she reacts to posters and advertisements.
FACS (Facial Expression Recognition): It is a technique that allows observing how the consumer’s emotional reactions are reflected on his/her face through a high-resolution camera. It is used to analyze consumer behavior by predicting facial expressions by analyzing them together with other neurometric and biometric data. For example, the smile of a consumer looking at a sponsorship poster for the benefit of women in the window of a lingerie brand can be analyzed with this method.
ECG (Heart Rhythm): The electrocardiogram, a medical method that measures heartbeats and rhythms, can be used in marketing to monitor the arousal process of consumers. For example, in the pre-launch study of a game console, it becomes possible to measure the excitement response of users to the game with this method.
GSR (Skin Conductivity): The GSR technique, which is used to increase the effects of advertising efforts, is a technique that enables the evaluation of emotional and sympathetic responses by measuring the electrical conductivity of the skin. GSR, whose full name is ‘galvanic skin response’, helps to identify strong emotions. Since strong emotions cause more sweat secretion from the sweat glands that cause impulses in the sympathetic nervous system, strong emotions can be detected through physical response with this method.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1629803910077{margin-bottom: 24px !important;}”][vc_column]
In a neuromarketing research conducted for the world-famous Chrsyler, the effects of automobiles on the male brain were examined and after 12 male users connected to an MRI device were shown different sports cars and models, the brand’s marketing efforts were organized in line with the evaluations of the consumers and the strategy of displaying sports cars in the showrooms is another important example.
In summary, within the scope of presenting and exhibiting many local and global brands and their products; many marketing applications, from the design of the stores to the music played in the store, from the clothing choices of the employees to the in-store scents they use and many other arrangements, are prepared based on the results of neuromarketing research.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1629803910077{margin-bottom: 24px !important;}”][vc_column]