At Lab, we are dedicated to putting human understanding at the heart of everything we do. One of the ways we do this is through neuromarketing. To gain a deeper understanding of neuromarketing, Daryll Scott, Director of Human Technology, gave us a brief breakdown…
What is neuromarketing?
Daryll: It’s not very well defined as an industry. At Lab we define it as: Using technology and observation to measure the emotional, non-conscious responses to media and make measurable improvements. It’s not neuroscience - the ‘neuro’ bit refers to the whole nervous system.
Why is neuromarketing important?
Daryll: On the receiving end of all communication is a human nervous system. Behavioral economists know that consumers are irrational and neuroscientists know that nothing happens without emotion; all decisions are emotional.
We humans are not very good at being aware of the complex, non-conscious processes that create our perceptions, thinking and responses.
Neuromarketing is a bit like mind reading – it allows us to track non-conscious responses and make sense of the consumer’s irrational behavior.
What businesses can use Neuromarketing?
Daryll: Testing is becoming more and more accessible to all businesses with some tests now costing less than £10,000. We can use it to audit CX or brand, A/B test options, de-risk bold creative decisions by anticipating results and track improvements in emotional performance.
Sound interesting?
For more information about neuromarketing or upcoming events, contact charlotte@lab.co.uk.