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Why neuromarketing is getting smarter to promote your business


Neuromarketing has been around for the past decade and it has only recently become a trending topic among companies and businesses looking for new ways to push their products on the market. As a new means of researching target demographics and getting valuable data, does neuromarketing provide everything you need in order to successfully promote your product and develop a subsequent marketing strategy?

The essentials of neuromarketing

As the name might suggest, neuromarketing is a way of testing your products or services through live exercises with a target audience of choice. Neuromarketing can be done in two ways: through functional magnetic resonance imaging (fMRI) or electroencephalography (EEG).

The first involves putting your subject into an MRI where they will be scanned for a particular amount of time and shown different visual stimuli accompanied by particular sounds. This will allow you to scan their “pleasure center” and detect how they react to a certain product that they are being shown without them saying a word about it.

The second and much more accessible way of conducting neuromarketing research is by using EEG and putting small electrode caps connected to a machine onto your subject’s scalp. While much cheaper and accessible, EEG doesn’t reach deep enough towards the pleasure center of the brain and might not give you the information you need in its entirety.

The purpose of neuromarketing

Now that we understand what neuromarketing is, the question is how do we use it to our advantage? It’s important to note that neuromarketing is expensive (up to 1,000$ per hour) and as such it’s not really a viable solution for pushing products as a small business owner.

Small businesses are better off opting for surveys and hands-on demonstrations of their products simply due to the fact that neuromarketing might cost more than it’s worth. One of the best ways to create marketing content for small businesses is to visit writing service and ask for professional help on the matter. For others, however, this is an amazing opportunity to detect how exactly a person reacts when they see a product for the first time.

The applications of neuromarketing

The applications of neuromarketing are vast and it all depends on your product and marketing team’s creativity. Keep in mind that using this method of marketing research also requires a different approach to analyzing data. Neuromarketing will require you to hire a psychologist or someone who can understand brainwaves and tell you exactly what causes pleasure in regards to your product.

  1. One of the best ways to use neuromarketing is to place a shelf in front of a person and ask them to pick the item that they need or like the most – one of the items being our product. This can be followed by questions and live use of said product so that we can get as much information about the pleasure center of our test subject as possible.
  2. Using simple text exercises with your brand and tagline is also a good way to use neuromarketing. Using EEG will allow you to track eye movement of your subject and detect how long it takes them to find your brand and their subsequent reaction to it. Family-friendly and hand-made fonts that seem inviting and warm are the best choices when building your brand through text – let your test subjects decide.
  3. Developing new product packaging designs is much easier by utilizing neuromarketing in your research. Your audience will be able to tell you what they like or don’t like much more clearly if they express their thoughts through feelings instead of words. Again, track their eye movement, keep an eye on their pleasure center reactions and consult your marketing team with the results.

In conclusion

Neuromarketing is a technology that has only begun to expand and develop. There are new models of EEG and fMRI every day, making the technology cheaper and more accessible in the process. Consider using neuromarketing for more ambitious or risky products that you are unsure of. Sometimes using new and still unexplored technology might be exactly what you need in order to achieve a breakthrough in your marketing strategy.

About Nelma Lumme

Nelma Lumme is originally from Finland. After her graduation from the School of Humanities and Social Sciences at the University of Tampere, she moved to Chicago, IL where she is starting a new career as a freelance blogger, writing mostly about education, self-improvement, and academic works of psychology for You can follow me on Twitter and Facebook.

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