MYTHS neuromarketing
MYTHS neuromarketing
THE
NEUROMAR-KETING IS FASHIONABLE for eight years and is at its peak of
popularity, as there is no more powerful desire for company executives
to know in depth consumer desires, to attract and keep loyal, so they
can pay more for your product and to speak wonders of it to acquaintances and social networks.
However, as in all fashions and new techniques, there are myths and it
is important to bring them to light, so that users make more informed
decisions and not be swayed by the trend around.• Neuroscience does not know everything: even has advanced in the last
20 years, using advanced technologies, there are still many mysteries
about thebrain
function, among which are: how they operate in an interconnected manner
the parts of this and the stimuli that cause reactions. Therefore humility is required to inform the customer that if you can know and what not.•
The teams will not tell all teams still electroencephalography, eye
tracking FMRI or physiological sensors, responses on customer
preferences or desires are not obtained so directly. The teams throw numbers, so the interpretation of these data is
essential, and for that many cultural psychological, semiotic and
anthropological knowledge of the category and customers are required.•
The teams are not as accurate: the calibration of equipment is
extremely difficult and the slightest mistake could significantly alter
the results. It is thereforetest requires at least 24 people, and compare this information with robust database of other product categories.•
It requires highly capable people: even in the country there are good
universities and programs psychophysiology, neurophysiology and
neuroscience, recruitment of personnel is extremely important, because
normally students learn with animals than with people. The staff requires a lot of preparation and understanding of the business world, products and market.Neuromarketing
NOT TAKE ADVANTAGE IS IMPORTANT THAT MÁGICO.POR METHODOLOGIES covering more than one DISCIPLINES•
One thing is early diagnosis and timely else the recommendation and
actions: neurosciences teams do not produce recommendations but hard
data. Soa
team highly trained and experienced to translate into specific actions
the results obtained, among which is required: what should be the voice
in the commercial, music, which characters to use, the image sequence,
typology and colors in packaging, shelf structure, format of a billboard, and so on.• The recommendation to action there can be many variables that alter
the implementation of the recommendation: on the way there may be issues
of budgets, additional ideas expressed by directors who forciblywant to apply, regulatory issues, and many more that can prevent run properly and timely recommendations.•
The client preferences are not permanent and may change over time, even
before it is launched a new campaign or product with insights
(perceptions) of neuromarketing: the customer is changing, both personal
changes in their desires as by influences of competing companies.So you have to be very careful that when applying the recommendations
generated by the neuromarketing, consumer preferences have not changed.Neuromarketing is here to stay, but it is not magic. Therefore
it is important to use methodologies that integrate various
disciplines, such as psychology, anthropology, semiotics, behavioral
economics, and neuroscience. All modes offer something, just have to know to make the best of neuromarketing.
