Find below some of the techniques used within the neuro-marketing field.
The Electroencephalogram is a tool that measures neuronal electrical activation and helps us understand which regions of the brain are involved in decision making and at what frequency the activity is.
When measuring brain activity we obtain measurements in different waves which are Alpha, Beta, Theta, Delta and Gama. Each one of them are present in different brain states, those of greater activation are usually in Delta as an example.
What can we get from an EGG:
– Emotional Direction
– Motivational Direction
– Cognitive Impact
And knowing the region involved we can interpret what is happening in the brain of the subject of study.
Tool that measures eye movements and pupils by which we can define:
– Visual Attention of Elements.
– Visual Search Strategies.
– Patterns of Interest and Confusion.
– Emotional Impact (Pupilometry).
– Cognitive Impact (Pupilometry).
With this tool you can see the Heatmaps or maps with hot spots, which are places where the eye saw the most during the study and the Opacity maps, which are maps that show visibility and points of focus.
This tool allows knowing the level of emotional excitement and cognitive processing through the dilation of the pupils, the interesting thing is that the dilation is controlled by the subconscious through the SNS (Sympathetic Nervous System), this level of arousal or cerebral cognitive processing is measured through the millimeter variations of the iris, eye movement and blinking, remember this, the eyes are the only exposed part of the nervous system and are directly connected to the brain.
The GSR or Galvanic Skin Response is a sensor that measures the electrical conductivity of the skin (there are more complete sensors that measure the pulsations and changes in temperature) and helps us identify sympathetic nervous system activity, it tells us:
– Emotional impact.
Do you sweat your hands when you get nervous? Clearly that increases the level of conductivity of the skin and this sensor measures those changes, these changes can be divided into 2 SCL or SCR, that would be Tonic Activity, that is, gradual changes in the conductivity of the skin or Fasic Activity that are changes abrupt in the conductivity of the skin.
Heart Rhythm and Breathing:
This sensor allows to measure at the same time the heart and respiratory rate, with this you can measure stress and sighs.
– Physical response before stimuli.
Do you sigh in front of a commercial? You breathe faster when something excites you or slower when you are more concentrated.
Functional Magnetic Resonance is similar to the EEG, that is, it allows you to observe the activity of the brain, it allows to accurately measure brain activation (measuring the blood concentration) but with a delay of at least 3 seconds and it is known that some brain decision processes they take milliseconds, their response time is almost inadmissible and their value is very high.
It is a software that analyzes (maps your face) and classifies micro expressions on the face, allows us to identify:
– Emotional Impact
– Emotional Direction (Positive or Negative)
– Emotion Class (Happiness, Anger, Disgust…)
This software maps and models the face in 491 points in 3D and reads the 7 basic emotions based on the work of Psychologist Paul Ekman.
In addition to the technologies, several techniques known in psychology can be used to identify subconscious details.
Implicit Association Test, is as its name implies an implicit association test, within social psychology it was designed to detect the force of the automatic association of a person between the mental representations of objects in memory.
What can you see with this?
– Implicit Associations.
– Emotional Direction.
Retrospective Think Aloud, this methodology is derived from a technique in the area of usability, in the RTA is confronted (in a positive way) the participant with his recording of eye movements or his behavior after the task and thus helps the participant to remember of your actions and thoughts to be able to verbalize more easily, for example, imagine a lady enters a supermarket for a study of NeuroShopper with the Glasses and when leaving with her mayonnaise she is asked why she chose it, she says that she bought it by be the cheapest, then you see the recording and it turns out that you never looked at the price, so you ask yourself how do you know it is the cheapest one if you did not look at the price? and that’s where you can just receive a less rational response.
Gather all these tools and techniques and you will have rich data to make you understand how your consumer really reacts, we can then know the neurobiological reactions of people before certain stimuli, without consciously asking them if they liked it or not, we simply measured their reactions and changes to determine if they liked (or not), what emotion caused them, what their emotional valence was, what impact they had, what neurophysiological responses they experienced.
You can measure the effectiveness, emotional impact, cognitive, you can know what emotion your client is experiencing, whether it is positive or negative, when it impacts, how it connects, your sales speech, graphic piece, commercial, radial jingle, smell, color, packaging, brochure, catalog, magazine, photography, cover, web…
Do you understand how Neuromarketing works from within? Do you still think it’s science fiction? What do you think of it?