On the leading edge of brain science. When a particular marketing challenge warrants it, we also use a number of leading edge technologies in the field of neurology. This brain science—or as some say—neuromarketing, when combined with our other data, allows us to confirm our confidence in strategic recommendations by knowing your customers' minds—literally.
The three leading edge modalities in the field of neuromarketing are brain scans (to show blood flow within the brain), and quantitative electroencephalography (QEEG), the latest development of the more familiar EEG, which measures electrical brain activity. A form of magnetic resonance imaging is also used to measure activity within the brain. By monitoring a segmented subject's response to various stimuli and questions, we can acquire a better understanding of how your customer thinks and reacts to products, services and marketing communications. This ensures the hyper-relevance of the messaging we create.
By studying activity in the brain, Neuromarketing combines the techniques of neuroscience and clinical psychology to develop insights into how people respond to products, brands, and advertisements, and how they make decisions about them.
"The big breakthrough," says Brian Fabiano, author of Neuromarketology: How to Develop, Implement and Manage Dynamic, Real-Time, Cross-Channel Marketing Campaigns that Generate Astonishing ROI, "is understanding the role that emotion plays in rational decision-making."
Previously, economic decisions and in particular, the perception of economic benefits, were assumed to be governed by the frontal cortex, the section of the brain in which rational thought occurs. Today's technology reveals this was only partially correct. While scientists have determined that evaluations of long-term economic rewards are indeed processed by the rational brain, perceptions of short-term rewards—impulse purchases—are actually governed by the limbic system, the reptilian sections of the lower brain where emotions are processed. So in the context of a sales pitch, or any other marketing communication, emotions come first.
There are still some skeptics when it comes to the whole field of neuromarketing, but our experience is that, when combined with other metrics and data, it can help us deliver very successful and dynamic marketing results for our clients.