The subconscious is powerful. Consumers subconsciously define what they want, how much they will pay for products and the marketing promotions that appeal to them every day. Neuromarketing presents a new method for researchers to gather insight into the subconscious.

Neuromarketing blends neuroscience and behavioral research to gather unique data to aid researchers in marketing and product development efforts. This new field of research uses medical technologies to study the brain’s responses to stimuli. Researchers use brain imaging, scanning and other brain activity measurement technology to measure activity levels in the brain.

The brain’s response to certain stimuli helps researchers understand the consumer decision-making process and evaluate the types of marketing and products that resonate with them. Neuromarketing teases out insights on consumer preferences at a deep level.

This type of research can be used to evaluate advertising and marketing collateral as well as product packaging and product design. Researchers are able to record positive, neutral or negative reactions based on a participant’s brain activity as opposed to a participant’s verbal or written responses. The responses and reactions gathered through this method of research often go beyond what consumers are able to articulate. Often times, neuromarketing is able to go beyond what consumers are even aware of. 

While neuromarketing helps researchers gather rich consumer insights, there are important factors to consider. This type of research is very costly. Neuromarketing research must be done in-person in facilities that are equipped with medical technology tools and trained personnel. Because of the costs involved, it is important to ensure high-quality results with researchers targeting the right people and asking the right questions.

Other research methods like quantitative surveys can be used to narrow down the most valuable audience and recruit for neuromarketing research. Surveys are also valuable to use to help researchers narrow down the questions, content and flow for neuromarketing research.