Can Neuromarketing replace or compliment traditional method of market research

Category: Business

Neuromarketing is a new field of marketing research that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli.Market researchers use this technique to understand what is emotionally engaging as it is possible to infer how likely people are behaving towards the marketing messages. Questionnaires and focus groups have been instrumental in gaining insight into consumer’s behavior and they are easier than other types of research. market research questionnaires-literated.com Ultimately, conventional marketing research is based on the assumption that people can accurately articulate the things that drive them to make the choices they make. But, from past decade neuromarketers have learned that consumers are often not able to respond accurately about attributes such as motivations, thought processes, needs, etc. This is because of two reasons #Firstly, they are not conscious #Secondly they are not aware of them. The challenge is to get meaningful results. Therefore, neuromarketing companies have devised a way to use brain imaging to measure how a person engages with a product, and the attributions that drive them to purchase it.