Neuromarketing – The Art and Science of Marketing and Neurosciences Enabled by IoT Technologies
weekends, when not shopping alone. These
insights provide new, unrecognized,
opportunities to elevate the customer
experience, increase loyalty and ultimately
up-sell.
product placement. In focus group
studies, consumers were asked to rate
different types of product packages and
placement using facial coding, eye
tracking, virtual reality and sentiment
analysis technologies to determine
packaging redesign and presentation.
Frito-Lay discovered that matte bags
with pictures of potatoes did not trigger
a negative response associated with guilt
and snacking, whereas shiny bags with
pictures of chips on them did. Within
months, new bags were on store shelves
replacing the previous shiny ones. 5
A large number of companies already use
neuromarketing techniques to measure
consumer response to adverting and
marketing campaigns, on new or products in
design, including The Weather Channel,
Microsoft, Campbell Soup Company, Proctor
& Gamble, Frito-Lay, Mercedes and Hyundai.
Specific areas where neuromarketing
techniques have been applied include the
following:
The Weather Channel used EEG, skin
response and eye-tracking analysis
results in an integrated manner to
measure
different
promotional
advertisements for a television show on
their network. Their aim was to
determine which of their test
advertisements were most effective and
why, to produce a final version of the
advertisement. Attention, emotional
engagement and memory retention
were biometrically measured and scored
for each advertisement. The end
recommendation was highly regarded as
the research provided clear, intuitive,
quantitative and objective metrics to
pinpoint ad effectiveness. 4
Brands such as Campbell’s and Frito-Lay
have
been
using
integrated
neuromarketing IoT technologies to re-
imagine their packaging and shelf
Auto manufacturers Mercedes and
Hyundai both used integrated EEG and
sentiment analysis in evaluating
manufacturing design and prototypes in
their vehicles. Mercedes recorded
reactions to the position/style of car
headlights that resembled human faces
which was then tied to the reward center
of the brain. In a similar study, Hyundai
developed several design prototypes and
measured reactions to different design
features that would result in customer
satisfaction and increased likelihood to
purchase a car. Brainwaves were
recorded as participants looked at
different car exteriors such as lights,
mirrors, grill, styling, and resulted in
4 Goodbye 'Growth Hacking.' Hello Neuromarketing., Entrepreneur, 06/09/2016
5 Frito-Lay Tries to Enter the Minds (and Lunch Bags) of Women, New York Times, 02/24/2009
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June 2016