The Future of Neuromarketing: Behavioural Insights Driving Strategy


Chances are you have heard a lot of talk about ‘neuromarketing’ recently and you’re probably wondering whether it’s here to stay or just another buzzword. Alina Gorbatch, Market Research Manager at Awario, explains what ‘neuromarketing’ is and why many companies are already using it.

Why neuromarketing?

Marketing as a field is evolving day by day. The more products appear on the market, the more they compete for the prospect’s attention, the more advanced the methods become.  Neuromarketing is a step further to understand how the consumer’s mind works. It is there to complement all other research methods, not fully take their place.

Combinations of methods above aim to show how customers respond to brands, brand attributes, new products, advertisements, celebrity endorsers, packaging, websites and other marketing stimuli. This way, researchers accumulate information and are able to fix/change somethings short-term and discover more on branding and effective marketing long-term.

Neuromarketing, the application of neuroimaging methods to product marketing, includes 5 key methods which are outlined below:

1. Eye-tracking

eye tracking

Using glasses with integrated cameras or a screen-based eye tracker, the researcher is able to track the eye movement of the participant. Eye-tracking tells us where the viewer’s attention is directed. With this tool, a marketer can understand where the attention on the ad is directed and thus change the placing of texts and images.

2. Facial coding

Facial coding

Advertising is all about emotions. An ad able to evoke positive or negative emotions which shapes the future sales. Facial coding is a specific software assesses the movement of facial features to measure positive and negative reactions and the exact timing they occur.  It is important for marketers as you can know the trigger, and assess “what works”.

3. EEG (Electroencephalogram)


EEG is a more advanced technology to determine your mind’s reaction to an ad in more detail. It helps define implicit memory processes by tracking brain activity in milliseconds.

4. fMRI

fMRI is also used to monitor participants’ brain activity before, during, and after exposure to an ad or other marketing stimuli. In fMRI, parts of the brain that are activated in response to a stimuli light up.

5. Other

Other methods include physiological sensors that monitor heart rate, breathing, and skin response.


To know more what neuromarketing means to your marketing strategy, view the full article here.


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