In case studies in literature or from the field, we often read about the great added value that neuromarketing offers to marketing-oriented projects. But what is the reality? What are the effective possibilities? What is the difference between the expected potential of neuromarketing and the actual possibilities, challenges and limitations in practice. And, what is the return on investment of neuromarketing methods?
The VLAIO TETRA project Neuromarketing by Thomas More
tries to answer this by combining market research and literature study with testing neuromarketing techniques in practice. We spoke to employees of 13 Belgian companies to gain insight into their experiences and expectations. In addition, we delved into the available literature and studied relevant case studies.
The final part of our research was a series of field tests. We analyzed 6 advertising videos using four different neuromarketing techniques: eye tracking, facial expression analysis, skin conductance measurement and EEG. This combination of methods allowed us to gain a complete picture of both the theory and practice of neuromarketing. accurate mobile phone number list This allowed us to compare the vision of companies with the real possibilities of neuromarketing. Furthermore, we were able to thoroughly evaluate the ease of use, effectiveness and reliability of the different techniques.
Better understanding the reality of neuromarketing
According to the literature and our Fantasy Apps Af Cado Blue I interviews with companies in Belgium, the market sees great potential in using neuromarketing to collect data on (unconscious) emotions, behavior and reactions of consumers and to apply this in various contexts. This makes it possible to create effective marketing and advertising buying house b strategies and to give campaigns a greater chance of success. There are also case studies, both from Belgium and worldwide, that discuss the potential of neuromarketing and its benefits. However, many case studies are at risk of bias. In the literature and reports written by companies, success stories about neuromarketing are often highlighted, while the limitations of neuromarketing techniques receive less attention. However, it is important to better understand the reality of neuromarketing in order to be able to apply it more effectively in practice.
