Neuromarketing research: Innovative research methods and techniques

For many years, questionnaires and interviews were used to assess needs, motives, and preferences of consumers. But, non-verbal responses can also provide important information. Repeatedly, behavioral research has demonstrated that people often don’t do what they say they will do. To div

  • For many years, questionnaires and interviews were used to assess needs, motives, and preferences of consumers. But, non-verbal responses can also provide important information. Repeatedly, behavioral research has demonstrated that people often don’t do what they say they will do. To dive deeper into the unconscious preferences of consumers, innovative research methods and techniques found their way into the field of marketing studies.
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  • Neuromarketing has become increasingly more popular
  • Neuromarketing research is a field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. It is an interesting mix of companies and universities that invest in neuromarketing to gather more information about consumer behavior.
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  • Medical techniques and insights of neuroscience are used to reveal consumer decision-making processes. Neuromarketers make use of neural- and physiological responses, and behavior, to understand the subconscious reactions of consumers.

Cadet Talha

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