What is Neuromarketing?

At its most basic, neuromarketing is the application of neuroscience knowledge and methodologies to marketing. Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to measure a subject’s subconscious responses to specific stimuli such as brands, products, packaging, advertising, in-store marketing, and other marketing elements. This data is more revealing and bias-free than self-reporting on surveys, in focus groups, or other classic research methods. Neurological testing can be described as the “21st century marketing science.”

NeuroFocus' Proprietary Methodology

Neuromarketing research can be defined a number of different ways, reflecting the variety of techniques and methodologies that are employed in the category. Different companies apply different approaches and tools to the process.

NeuroFocus applies only the most scientifically-proven, effective, and reliable methodologies, based upon significant recent advances made in the world’s leading neuroscience laboratories. While some companies utilize a bare minimum of measurement tools; or rely upon techniques which can only approximate accuracy, NeuroFocus restricts itself to using only those methodologies which meet its clients’ – and its own – rigorous standards for thoroughness, scientific accuracy and reliability.

In its proprietary method, NeuroFocus employs a trio of proven technologies to provide the most in-depth and detailed analysis possible.

Direct brainwave (EEG) measurement is considered the most accurate, reliable, and actionable form of consumer market research, today. NeuroFocus measures at the subconscious level of the mind, deep below the stage where external influences such as language, education, and other factors can distort responses. Due to the way the human brain is structured and functions, EEG measurements are orders of magnitude more precise than surveys and focus groups. NeuroFocus’ proprietary combination of EEG, eye tracking, and GSR is the most effective combination of technologies for understanding consumers’ deep subconscious responses to stimuli, and how best to achieve reliable and actionable marketplace results.

1) Electroencephalographic (EEG) Testing

Dense arrays of high-resolution EEG (electroencephalographic) sensors directly measure brain responses to stimuli at 2,000 times a second, across the full brain.

EEG technology is used worldwide for a variety of medical and scientific purposes. For several decades it has been applied by leading neuroscientists in their quest to learn more about the structure of the human brain and how it functions. It is widely accepted as the most accurate and reliable means of measuring brainwave activity, especially because EEG technology does not suffer from the temporal limitations that fMRI (functional magnetic resonance imagery), the other form of neurological testing, does. EEG testing is non-invasive, quick and easy to apply, and is extremely robust. Moreover, it is far less expensive than fMRI, which costs in the millions of dollars for the elaborate equipment, facilities, and technicians required to conduct testing sessions. As a result, fMRI-based marketing research companies charge more to perform testing. EEG testing performed by NeuroFocus costs as little as one-tenth of that amount—and the results are more accurate in the critical temporal category, which is essential to developing reliable, actionable market research results. Another reason for EEG’s advantage as a neurological testing methodology is its speed. EEG sensors capture brainwave activity at 2,000 times a second, which provides massive streams of billions of data points for evaluation.

2) Eye Tracking

Pixel-level eye-tracking equipment identifies specific points of focus

NeuroFocus uses sophisticated, pixel-level eye tracking technology to correlate the data received from EEG sensors monitoring brainwave responses to stimuli, with where the subject’s visual focus is at any split-second. This matching allows NeuroFocus to identify, with pinpoint precision, exactly which components of the visual image triggered specific neurological reactions.

3) Galvanic Skin Response (GSR)

GSR measurements confirm emotional engagement

Biometric measurements (heart rate, respiration, body movement, blood pressure, etc.) are generally regarded as lower-order forms of research methodologies. They are lagging indicators, fundamentally hampered by their relatively slow response rates (especially as compared to EEG sensors). However, they do provide a third channel of data to accompany brainwave monitoring and eye tracking. That combination provides researchers with the most thorough picture of how a subject responds to stimuli, and it is why NeuroFocus employs this form of biometric measurement as additional confirmation of brainwave-based measurements.

Contrary to what some companies who rely exclusively on biometrics for their research may claim, there is simply no comparison between the advanced technology represented by EEG and to a lesser extent eye tracking, and the lower orders of biometric measurements. It is scientifically impossible for biometric analysis to develop the temporal accuracy, level of detail, and scope of findings that EEG testing provides

Direct Measurement: Attention, Emotional Engagement, Memory Retention

NeuroFocus analyzes the streams of neurological data and reports research results expressed in three primary NeuroMetrics:

• Attention: defined as the Degree of Cognitive Interest. A measure of how successful the stimulus material is at attracting attention
• Emotional Engagement: Defined as Affective Response. A measure of how well consumers respond at the emotional level to the stimulus material
• Memory Retention: defined as the Degree of Memory Encoding and Learning Invoked. A measure of the amount of memory encoding the stimulus material engenders

All combined, these three primary metrics present a composite measure of the Overall Effectiveness of the stimulus material.

From these metrics, three more are derived, called Market Performance Indicators:

• Purchase Intent: defined as the degree to which the stimulus material generates indications of buying or viewing intent
• Novelty: defined as the measure of how well the stimulus material stands out amid clutter in the marketplace, and in doing so helps formulate defenses against competitive messages
• Awareness: defined as the degree to which the stimulus material succeeds at communicating key message points and themes

Applying the Data: The Total Consumer Experience

Because NeuroFocus performs such a wide range of neuromarketing measurements for such a diverse array of clients, we have developed the world’s largest database of neurologically effective communications techniques.

As a result, the company offers clients the capability not only to measure their materials and render highly specific research results across virtually every platform, from print and television to computer/mobile phone/PDA displays to outdoor, NeuroFocus also provides assessments in the retail environments.

One of NeuroFocus’ key products is the Total Consumer Experience. Put simply, this is the unique capacity to measure the full range of responses that a consumer makes at the fundamental neurological and biophysical levels. The Total Consumer Experience captures data on a given product across all sensory categories: sight, sound, touch, smell, and taste.

Another asset to clients is NeuroFocus’ capacity to store the massive amounts of data collected throughout years of study. By analyzing past and present data, NeuroFocus can draw implications and recommendations for future applications.

Clients can be assured of which visual and aural stimuli will be the most effective, from a neurological perspective, in capturing consumers’ attention; engaging their emotions; and being retained in their memories. Since NeuroFocus is continually adding information to its world-class database, clients benefit from an ever-expanding universe of knowledge on how to develop the most effective and impactful materials.