Neuromarketing

“GOODBYE, THE TRADITIONAL MARKETING! HELLO, NEUROMARKETING!” ― Hedda Martina Sola M. Econ

Neuromarketing goal

Past

Make clients aware of the insights about the success and failures of their product, to learn from them, and utilize them in future strategies.

Present

Determine what are the preferences and honest opinions of the consumers about the client’s product and help the client to make its product more favorable for the consumers.

Future

Forecast about how well the client’s new product will perform in the market as compared to the other competitors and help the client to build a competitive strategy for the future.

Technical Video

Neuromarketing Methods

eeg
Electroencephalography (EEG)
Functional Magnetic Resonance Imaging (fMRI)
eye_tracking
Eye Tracking
Electrodermal Activity

Biometric vs Neurometric Research Methods

Biometric Neurometric
Focus on Physical changes Changes in brain activity
Methods
  • Facial expression
  • Electromyography (EMG)
  • Heartbeat
  • Response time
  • Eye tracking
  • Galvanic skin response (GSR)
  • Electroencephalography (EEG)
  • Magnetoencephalography (MEG)
  • Functional magnetic response imaging (fMRI)
Cost of obtaining data Low High
Accessibility High Low
Easy of us High Low

Overview of Biometric Measures

Facial Expression

Pros:
  • Requires standard computer equipment
  • Easy, fast and cheap to use
  • Good at detecting overall basic emotions
  • Suitable as a supplementary measure
Cons:
  • Responses are often too weak
  • Not able to capture deep feelings
  • Results may be distorted because people change their facial expression if they want to

Benefit Two

Pros:
-Measurement of specific muscles
-Cheap and simple to use
-Detects subtle reactions to low-involved stimulion
Cons:
-Unnatural test situation (when electrodes are -applied on the face.
-Difficult to place an electrode on the same spot

Hearbeat

Pros:
-Measurement of specific muscles
-Cheap and simple to use
-Detects subtle reactions to low-involved stimulion
Cons:
-Unnatural test situation (when electrodes are -applied on the face.
-Difficult to place an electrode on the same spot

Response Time

Pros:
-The simplicity of the technique
Cons:
-Weak reliability

Eye Tracker

Pros:
-Easy access to both equipment and setup
-Many suppliers on the market
Cons:
-Easy access could be a downside

Overview of Biometric Measures

Electroencephalography

Pros:
-The only portable brain scanner
-Preferable brain scanning technique
--Affordable and easy to use
Good at relating marketing stimuli to subsequent changes
Cons:
-Captures activity underneath the skull
-Unable to detect emotions
-Low spatial resolution
-Time-consuming to connect participants
-Timely calibration procedure

Magnetoencephalography

Pros:
-MEG outperforms the EEG
-Very high temporal resolution (~10 ms)
-Allows person to sit upright during testing
Cons:
-Extremely sensitive to magnetic noise
-Very expensive

Functional magnetic response imaging

Pros:
-Detects deep brain activity
-High spatial resolution (~1 mm)
Cons:
-Low temporal resolution
-Extremely noisy
-Person has to lay down during testing

Overview of Biometric Measures

Contact us for a quote, help, or to join the team.

email

service@iSmileTechnologies.com

phone

(732) 347-6245

About Us

iSmile Technologies is a global technology services company.

service@iSmileTechnologies.com
(732) 347-6245

USA

+1 (732) 347-6245
241 Jonathan Way
Bolingbrook, IL 60490

INDIA

2-3-285, Secunderabad Hyderabad 500003

CANADA

3190 Stocksbridge Ave
Oakville, ON L6M 0A7