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admin | How To Get Even With Your Ex | 19.05.2015
GreenBook Blog provides original insight into the challenges faced by the market research industry today. Here are four strategies neuromarketing needs to pursue to win over the huge market of mainstream research buyers who have so far sat on the sidelines as investors in neuromarketing solutions. In Part 1 of this post, I outlined four requirements for growth that neuromarketing has so far failed to meet.
First, lab-based neuromarketing should recognize and embrace its own disrupters: online services providing webcam-based eye-tracking and facial expression analysis featuring large sample sizes, rapid turnaround times, and extremely low costs. Second, neuromarketing should integrate more fully with traditional research companies, especially the “panel-scanner” providers who collect mountains of data matching up the advertising and marketing that people see with the products and brands they buy.
Combining panel-scanner data and neuromarketing testing holds the potential to vastly improve the predictive power of both methods.
Slowly but surely, neuromarketing has learned that exaggerated and irresponsible claims don’t sell.
But the most important thing neuromarketers need to do to address the trustworthiness issue among mainstream research buyers is to open up their “black box” methodologies and explain to buyers and potential buyers exactly how their metrics are constructed and operationalized. How can vendors expect buyers to believe them about a secret new formula for measuring attention with EEG, for example, when a Google Scholar search of “EEG and attention” yields about 540,000 papers on the subject? The ability to measure reactions occurring in the mind, especially those that happen outside of conscious awareness, is the “killer app” of neuromarketing. Once neuromarketing begins to take choice seriously, it must also begin to take shopping context seriously, by absorbing into its explanatory models the fundamental insights of behavioral economics – that choices are made using judgment and decision heuristics that are extremely sensitive to the physical, social, and personal contexts within which choices are made.
In our book Neuromarketing for Dummies, we introduced the concept of the Intuitive Consumer, in contrast to the old concept of the Deliberative Consumer, to make the point that consumers respond intuitively, not explicitly or consciously, to much of the marketing, advertising, brands, products, and media that surround them.
Processing fluency is a powerful attractor that imparts an impression of familiarity, truthfulness, attractiveness, and low risk. Nonconscious emotional markers are significant sources of approach or avoidance motivation.
Implicit learning is an established mechanism for acquiring information nonconsciously and effortlessly. Judgment and decision heuristics make us predictably sensitive to the contexts within which choices are framed.
Today, we do not commonly hear this kind of language used when insights teams are looking for new consumer insights. What is required of neuromarketing at this point in its young history is to look unflinching at its strengths and weaknesses, its opportunities and threats, and honestly internalize the lessons it can learn from its experiences to date. Great analysis – and the processing fluency engendered by your writing style makes your arguments seem even that much more trustworthy! Your point about tying neurological behavior to purchasing behavior is, to me, the most important thing you said and the reason much of neuromarketing has failed.
First, there is not a single piece of independent evidence to support any statement in this post. We are having a professional, evidence based discussion here – personal style is irrelevant. It’s the beginning of a new year, and if the Mayans are correct; the beginning of the last year ever, so what better time to have the best year yet! This May, pause your Netflix and get some real films in you at St Kilda Film Festival when you visit Melbourne. St Kilda News is a local newspaper made for the inner city suburb of St Kilda located in Melbourne, Australia.
Contributors from both sides of the table share their expertise and offer unique perspectives on a wide variety of issues, both strategic and tactical.
Here are four strategies neuromarketing needs to pursue to meet those requirements and win over the huge market of mainstream research buyers who have so far sat on the sidelines as investors in neuromarketing solutions. One-off, lab-based solutions are never going to be scalable, but they can be critical parts of more scalable hybrid solutions.

Many serious neuromarketers and academic scientists dismiss these approaches as “toys,” and it is true that their signal detection capabilities are still inferior to what can be achieved in a lab or by expert analysts. One of the most consistent findings from these mountains of data is that advertising’s short-run effects are on average small, but highly variable. Knowledge of correlations between media exposure and consumer behavior can be used to train and tune neuromarketing metrics for better predictability, and those metrics can in turn be integrated into marketing mix models to improve their predictability, as well as their explanatory value. Many of the worst offenders from the early days have either moved on to other interests or are no longer active spokespersons for the industry. They need to cite the established science that underlies their methods and show compelling evidence of validity, reliability, and generalizability. Neuromarketers need to learn that it isn’t what they do, but how they do it, that will form the real basis for competitive advantage in the mainstream research marketplace. But neuromarketers need to understand that this ability is not in itself a compelling reason for mainstream research buyers to shift budgets from traditional research to neuromarketing solutions. Mainstream marketing organizations know that many variables intervene between a brain response to an ad or marketing message and a sale. One of the biggest liabilities impeding its adoption by mainstream buyers is the fact that, although many neuromarketing firms have been collecting data and generating results for years, none have yet to publish a meaningful sample of normative results showing a positive statistical relationship between their metrics and some aspect of marketplace performance. As Edward Appleton recently observed in this blog, Consumer Insights and Market Research speak different languages. Neuromarketing should stop talking vaguely about “nonconscious processes” and begin using the new language of “how the brain actually works” to explain how those processes predictably impact consumer decisions and actions.
Using established concepts from neuroscience, social psychology, and behavioral economics, we highlight several of the intuitive mechanisms that directly influence consumer responses, choices, and behavior.
Helping insights professionals learn and leverage the new language of intuitive consumer marketing can strengthen the connection between neuromarketing concepts, metrics, and business outcomes, add value to the insights development process, and improve neuromarketing’s credibility with mainstream research buyers. By providing more scalable solutions, abandoning “black box” methodologies, incorporating choice and behavior into its offerings, and creating closer ties to consumer insights, I believe neuromarketing can become a much more attractive option for mainstream research buyers.
He is co-author of Neuromarketing for Dummies (Wiley, 2013), a comprehensive overview of neuromarketing science, applications, methodologies, and ethics.
Genco has over 20 years of experience as a consumer research innovator, entrepreneur, management consultant, social science researcher, and educator. It’s an exciting time for our industry, not often will we have the opportunity to move an entire set of research products from the early adoption phase to majority use. Without solid predictability and connections to behavior, scalability is just getting more bad data faster.
Tons of research on novelty generating attention (thinking Berlyne’s work, for example), familiarity is attracting (Berscheid, Walster, et. You’re unemployed and need a cash flow to start coming in to pay off that shiny new pinball machine you just bought, now what?
It is an open newspaper of citizen journalism which means that unlike traditional publications anyone can submit an article, photo or artwork for publication. There are two ways in which neuromarketing should think about integrating with other approaches to improve scalability.
But for many buyers, the scalability and convenience of these approaches trumps such concerns.
This would seem to present a perfect opportunity for neuromarketing to play a key role: what accounts for this variability? Some firms that were most strongly associated with irresponsible claims (the ones that prompted neuroscientists to send protest letters to the New York Times, for example) are no longer in business.
Firms with more experience, higher quality processes, global reach, faster turnaround times, and a better understanding of their clients’ business needs will always be preferred vendors over those who claim to have proprietary methods and secret formulas. What is needed in addition is a clear demonstration that these reactions can provide better predictions of consumer choices and behaviors, the outcomes that mainstream buyers really care about. To gain greater acceptance, neuromarketing must show it understands this reality, and present its metrics in a broader explanatory context that makes sense to mainstream buyers and allows them to connect neuromarketing results to other data, especially behavioral data, that they collect every day.

A simple scatterplot of dozens or hundreds of results compared to marketplace performance, showing a significant r-squared and meaningful effect size, has yet to appear.
Researchers talk about data and findings, but insights professionals talk about interpretations, narratives, strategies, and action plans. What’s important is not just to reiterate that consumer’ brains operate nonconsciously (we get that), but to introduce a new language for talking about how those nonconscious processes subtly nudge consumers in one direction or another. Some neuromarketing vendors are already well on their way to implementing various aspects of these strategies, so we can anticipate that the marketplace will soon begin to render its verdict as to whether a revitalized neuromarketing is on its way to getting its groove back. In 2006, he founded one of the first neuromarketing research firms, and from 2009 to 2012 he was Chief Innovation Officer at one of the largest. Prior to entering the business world, he was a teacher and researcher in political science, specializing in public opinion polling. If we do this right, by staying true to the science and translating it into real business insight, all boats should rise with the tide. Drunk called your boss; then said some things and did some stuff that provoked them to fire you? Maybe rent a place with one of those friends you made from Tip #1, or Wilson the volleyball, whichever one.
Well none are actually guaranteed to work and successfully get your groove back, and they’re all really, really general and fairly obvious without being helpful. St Kilda is a vibrant, diverse community and St Kilda News aims to contribute to this alive and exciting place with an interesting and visually appealing full colour newspaper. As computing power continues to increase exponentially, the performance gap between lab and online data collection will continue to shrink. Why does some advertising achieve huge behavioral effects, while most disappears quietly into the static of background noise? This means that neuromarketing needs to connect its neurometrics to explicit decisions and actions, both at the individual level, by comparing metrics results to individual choices and intentions, and at the aggregate level, by comparing results to marketplace performance – sales, profits, share, volume, etc.
In the absence of such a demonstration, which is commonplace among established traditional research vendors, neuromarketing will remain at a serious disadvantage as a mainstream research alternative.
Neuromarketing tends to speak the language of research, but it also has much to contribute to the language of insights. He is currently Managing Partner at Intuitive Consumer Insights, where he focuses on neuromarketing education and consulting, promoting his book, and helping clients develop and execute market research programs and business strategies that blend traditional research techniques with the latest advances in neuromarketing.
He holds a doctorate, a master’s degree, and a bachelor’s degree from Stanford University, and a master’s degree from the University of British Columbia.
None of this conflicts with all experimental brain science, although it may well conflict with some studies.
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Neuromarketers need to determine how lab and online techniques complement each other, and develop hybrid solutions that leverage and integrate the best of both approaches. Most people fail their interviews because they suck up to their potential employers, they come off as shy, timid and desperate.
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Comments »

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