You’ve likely seen the now infamous and much talked about Porsche commercial 'A Corkscrew v. A Left Turn', comparing the brain’s response to a hard left turn in a Porsche to a hard left in a fighter jet. So enters the field of neuromarketing, which claims to be able to measure the visceral experience of a test subject’s response to flying in a jet.
In the case of the Porsche commercial the subject is fitted with an EEG during the fighter jet experience and the car experience.We are told that the experience is stimulating areas of the brain releasing ‘huge amounts of dopamine’.
The doctor (of what exactly we are not told), conducting the experiment is able to analyse the data from the subject and conclude that ‘the excitement centres are lighting up’ thus proving that the experience of a hard left in a fighter jet is comparable to a hard left in a Porsche.
This now begs the question: is neuromarketing already being used by brand marketers? You bet it is, but is it really any different to persuasive advertising? Perhaps not.
True neuromarketing and behavioural insight works out like this - data is gathered through sensorimotor, cognitive and affective response to advertising through brain tracking and eye-tracking technology.
The results allows marketers to gain insight into the impact of different marketing stimulus on the unconscious mind. It's a field that is clearly fascinating and full of serious research. Investment in the subject is real with academic institutions like the University of Evansville, Temple University’s Centre for Neural Decision Making and New York University participating in groundbreaking research.
What does this mean for those on the front lines of marketing? Well, it is an area of research still in its infancy however one recent study analysed by NYC found that functional MRI provided a significant improvement in predictive power over traditional surveys. The impact for the industry is encouraging and suggests that neuroimaging is likely to provide information not obtainable through traditional marketing methods. While not likely to be the cheaper option ‘it may provide hidden information about the consumer experience’ and may even impact a product while still a simple idea. Exciting, right?
At Enchant Agency, we use neuromarketing technology to carry out studies that inform some of our strategic decision making with clients. For the marketing world, we can all watch the Porsche ad with the sense of fun and excitement it was intended to illicit, safe in the understanding that when applied properly, neuromarketing has the potential to revolutionise an industry.
We are working with clients to apply insights from eye-tracking studies, galvanic skin response to experiences, as well as facial expression analysis. We conduct these at Enchant Labs, to better understand how people respond to marketing experiences, and more importantly, how they can improve those experiences for their customers. We find this to be a relatively unexplored area of significant opportunity.
Take a look at our UX & neuromarketing services for more information on how you could take advantage of neuromarketing.
Already applying neuromarketing to your strategy? Want to ask a question? Just comment below or send an email to firstname.lastname@example.org and we'll be happy to chat!