Neuromarketing – The Art and Science of Marketing and Neurosciences Enabled by IoT Technologies
adjustments to exterior designs – all
based on brainwave responses. 6 7
A PPLICATIONS OF N EUROMARKETING
IN I O T R ETAIL O PERATIONS
More Efficient Focus Groups (Sit-at-Home
Participants via Integrated IoT Technology)
Traditional focus groups have been used for
many years to identify consumer sentiment
toward products, promotions and pricing.
Executing a focus group requires not only
participant incentive and recruitment
expenses,
but
costs
for
travel,
accommodations and staff. Utilizing
neuromarketing technologies, focus groups
can now be executed through remote
participation to reduce travel and
accommodation expenses while capturing
more accurate and effective consumer
sentiment through the use of eye tracking
and emotion detection. Also, the use of
integrated IoT technologies such as web
cameras and biometric sensors provide
researchers the ability to identify eye
movements, changes in facial expressions
and associated emotions in a standardized,
measurable approach.
Illustration C: The heat maps show where eye focus was on
each copy of the advertisement
(Graphic courtesy neurosciencemarketing.com)
from the advertisement to help increase
sales of baby products. Neuromarketing
researchers have discovered that when the
baby’s face is looking straight on back at the
viewer, the viewer will actually focus on the
baby’s face at the expense of looking at the
rest of the advertisement. However, if the
baby was staring at the text or product in the
advertisement,
there
was
higher
engagement for the viewer to look at the
advertising content. 8
Where the Eyes Are Looking (Eye Gaze
Placement)
It is widely known and researched that
advertisements with people and faces tend
to attract longer and more focused attention
from prospective buyers. Marketers have
used pictures of cute babies gazing back
6 Neuromarketing Hope and Hype: 5 Brands Conducting Brain Research, FastCompany, 09/15/2009
7 The Future of Digital Business Innovation, Vincenzo Morabito, 03/05/2016
8 Baby Pictures Really Do Grab Our Attention, Neurosciencemarketing.com, 08/13/2014
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