Tom van Bommel, Lead Research
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As marketer, brand builder, retailer, or advertiser, you can’t not know what it is: Neuromarketing.
With its popularity, it’s surprising that there is not much consensus on what neuromarketing is exactly. Ask ten professionals in the field to what they think the definition of neuromarketing is. Chances are you’ll get ten different answers.
The uprising of neuromarketing was first labeled as the end of all traditional market research. The brain scan would kill the traditional surveys, focus groups, and interviews.
And still, on many websites – often those who also offer neuromarketing research methods – I read that the establish market research is ready to be tucked away, deep into the tomb of lost marketing methods.
Neuromarketing research focusses on the purely automatic response of a consumer. In other words: Measuring brain activity.
An annoying commercial. A slow website. A web shop package that is delivered one day later than expected. A nasty comment by the call center lady.
One by one, these are examples negative brand experiences a consumer can encounter. A bump in the customer journey. How detrimental are these for a brand? Some customer journey evangelists preach that each interaction moment should be unique, amazing, and unforgettable. Negative emotion would kill the customer journey. What does science have to say about the effect of negative experiences on the customer journey?
ST&T Research, STT Research – or even SST Research, as some people consolidated the name of our research agency.
After eight years and the opening of our new office in the USA, it’s the perfect moment to change our name. Neuromarketing research agency ST&T Research will continue as Unravel.
What do IKEA, ING, and Heineken have in common?
Yup, there are all Dutch brands that are represented globally. However, I would like to highlight another important similarity. All these brand successfully use neuromarketing.
Have you ever wondered why people have white parts in their eyes?
Probably not.
However, when you think about it: It’s weird. Humans are the only primates whose eyes are not fully dark. Even the anthropoid ape, which is very close to us in terms of evolution, does not have white parts. Why do our eyes deviate from the eyes of our fellow primates?
The neuromarketing research can start. Time to open the brain data floodgates. But how does neuromarketing research work exactly? We’ll walk you through our procedure, step by step.
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