Undesirable socially desirable
Posted: Mon Dec 23, 2024 6:00 am
Neuromarketing helps you understand how people think. If you apply that wisdom to your products, services and communication, you will score better with (potential) customers. Learn the ins and outs of this influential trend.
Neuromarketing, measuring brain activity when looking at marketing tools, has been around since 2002 and has since grown into a phenomenon. The professor who invented neuromarketing immediately admitted that the technique not only helps to better understand customers, but also to come up with more attractive marketing methods. And that sounded like music to the ears of many marketers. Expert Dion van der Vaart has written a short and powerful book about it: ' Convincing with neuromarketing in 59 minutes ' (aff.).
The first companies in the Netherlands to go neuro-tour were very enthusiastic. They believed that traditional research yields less reliable predictions, because respondents think first before answering a question. This results in rational and socially desirable responses. Neuromarketing exposes unconscious, emotional processes of the brain, they believed. And it is precisely with such deep-rooted desires and preferences that consumer behavior begins. But how do we see this reflected in practice? I share several examples from the 59-minute booklet, so that you can apply this too.
Traditional research yields rational and socially desirable responses. Neuromarketing exposes unconscious, emotional processes of the brain, they believed. And it is precisely with such deep-rooted hong kong reverse phone lookup desires and preferences that consumer behavior begins.
Trailers testing
It soon became apparent that neuromarketing can predict the success of films. Hollywood studios measure the emotional reactions of test subjects to the trailers of their films. A bathing cap full of electrodes measures the brain activity via EEG technology. The more attentive and interested they are watching, the greater the commercial success of the film. Since this has been proven, film producers swear by this method of research.
Lessons learned in a row
In his book, Dion van der Vaart not only provides a brief history of neuromarketing, he mainly presents what we have learned from it over the years. In other words: how to use your content and marketing in such a way that the target group becomes interested. These practical tips and convincing insights make the book valuable. I will highlight three of them.
1. Clear language
For example, he reflects on the term 'comfortable content': content that conveys the message in understandable words. To this day, marketers tend to use exaggerated and difficult words in their communication. But the target group is really not waiting for that, it turns out. Admittedly not a really surprising insight, but damn, maybe this scientific evidence will finally succeed in silencing the marketing cheerleaders and jargon talkers.
Neuromarketing, measuring brain activity when looking at marketing tools, has been around since 2002 and has since grown into a phenomenon. The professor who invented neuromarketing immediately admitted that the technique not only helps to better understand customers, but also to come up with more attractive marketing methods. And that sounded like music to the ears of many marketers. Expert Dion van der Vaart has written a short and powerful book about it: ' Convincing with neuromarketing in 59 minutes ' (aff.).
The first companies in the Netherlands to go neuro-tour were very enthusiastic. They believed that traditional research yields less reliable predictions, because respondents think first before answering a question. This results in rational and socially desirable responses. Neuromarketing exposes unconscious, emotional processes of the brain, they believed. And it is precisely with such deep-rooted desires and preferences that consumer behavior begins. But how do we see this reflected in practice? I share several examples from the 59-minute booklet, so that you can apply this too.
Traditional research yields rational and socially desirable responses. Neuromarketing exposes unconscious, emotional processes of the brain, they believed. And it is precisely with such deep-rooted hong kong reverse phone lookup desires and preferences that consumer behavior begins.
Trailers testing
It soon became apparent that neuromarketing can predict the success of films. Hollywood studios measure the emotional reactions of test subjects to the trailers of their films. A bathing cap full of electrodes measures the brain activity via EEG technology. The more attentive and interested they are watching, the greater the commercial success of the film. Since this has been proven, film producers swear by this method of research.
Lessons learned in a row
In his book, Dion van der Vaart not only provides a brief history of neuromarketing, he mainly presents what we have learned from it over the years. In other words: how to use your content and marketing in such a way that the target group becomes interested. These practical tips and convincing insights make the book valuable. I will highlight three of them.
1. Clear language
For example, he reflects on the term 'comfortable content': content that conveys the message in understandable words. To this day, marketers tend to use exaggerated and difficult words in their communication. But the target group is really not waiting for that, it turns out. Admittedly not a really surprising insight, but damn, maybe this scientific evidence will finally succeed in silencing the marketing cheerleaders and jargon talkers.