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Neuro-marketing

Why was it that people who took the ‘Pepsi Taste Challenge’ consistently reported preferring the taste of Pepsi over Coca-Cola…and yet they continued to buy Coke? Neuro-marketing knows!

The term ‘neuro’ refers to anything to do with the nervous system. If you are comfortable with what that means, move onto the next paragraph, but for those of you who want a refresh…here it comes! The nervous system is essentially the intricate network of connections which enable messages to be carried to and from the brain via the spinal cord. These messages control things like information coming in from our senses, regulating our core functions and responding to emergency situations. Don’t panic – that is the biology lesson over before it even really started!

In Neuro-marketing we are looking at ways that the whole system can help us to identify and determine the response a person has to a given stimulus (be it a differently coloured product, a specific phrase of language, a sound composition, etc).

This is important as a huge amount of the response we have to something is unconscious. That is, it is not something that we are aware of. The latest research suggests that around 85% of factors that contribute to us making a decision, are factors which we are unaware of. So, did you buy that DVD because you liked the cover, you were attracted to the actor in it, you have heard good things about it or for some other reason you can’t quite put your finger on?

Neuro-marketing explores and measures the 15% of decision making processes that we ARE aware of, but it also uses sophisticated methods to assess the 85% we are not aware of.

Using psychological research methods, true predictors of future behaviour can be determined, taking a huge amount of guess-work and conjecture out of the research process.