WHAT IS NEUROSCIENCE?

Consumer neuroscience is the study of nonconscious responses in order to capture a more complete view of the consumer. Key methods include eye tracking, measurement of brain activity, and facial coding.

 

The terms consumer neuroscience and neuromarketing are often used interchangeably. For the purpose of this report, we use the term consumer neuroscience to refer to the application of neuroscience principles and
technologies to marketing and media questions.

WHY SHOULD MARKETERS CARE?

Marketers use neuroscience to answer the question “How do consumers’ minds actually work?” Neuroscience can help marketers uncover more data, leading to deeper insights while bridging the gap between what consumers claim to think and what they actually think—a gap that even the consumer may not be aware of.

HOW CAN IT HELP YOUR BUSINESS?

Consumer insights from neuroscience can lead to more effective campaigns and increased revenue. By analyzing campaigns with neuroscience techniques, marketers can optimize their impact while reducing waste and saving the company money.

 
The New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

> See all episodes
Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

> See all issues

WHAT IS NEUROSCIENCE?

Consumer neuroscience is the study of nonconscious responses in order to capture a more complete view of the consumer. Key methods include eye tracking, measurement of brain activity, and facial coding.

 

The terms consumer neuroscience and neuromarketing are often used interchangeably. For the purpose of this report, we use the term consumer neuroscience to refer to the application of neuroscience principles and
technologies to marketing and media questions.

WHY SHOULD MARKETERS CARE?

Marketers use neuroscience to answer the question “How do consumers’ minds actually work?” Neuroscience can help marketers uncover more data, leading to deeper insights while bridging the gap between what consumers claim to think and what they actually think—a gap that even the consumer may not be aware of.

HOW CAN IT HELP YOUR BUSINESS?

Consumer insights from neuroscience can lead to more effective campaigns and increased revenue. By analyzing campaigns with neuroscience techniques, marketers can optimize their impact while reducing waste and saving the company money.

 

Arafel Buzan

Co-Lead of Mindshare's NeuroLab

 

“By leaning into consumer neuroscience and understanding the consumer at the level of the subconscious, brands can create more impactful, relevant, and authentic advertising with less
overall spend waste.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into consumer neuroscience? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

How This Brand Used the Power of Laughter

ANA. May 2020

The Tennessee Department of of Tourist Development was missing out on a valuable segment: family travel. In order to convince moms (the primary household vacation decision maker) that Tennesee was a destination that would make their kids happy, the department created a first-of-its-kind wearable device that measures laughter and excitement to determine how much fun kids have in Tennessee.

How to Use Neuroscience Secrets to Drive Direct Mail Success

ANA. March 2020

The emerging field of neuroscience will soon have a game-changing effect on how direct marketers communicate. By injecting these proven principles of social science into our creative executions, we can increase engagement and response. This example-jammed presentation revealed how to do just that 

Four Secrets to More Powerful Creative

ANA. September 2020

There are certain creative secrets that have been proven through neuroscience that will increase the likelihood of your direct mail piece getting noticed and driving your customers to action. Simply following these five powerful recommendations will increase your chances of success. Good creative matters. Find out the secrets of how to do it.

 

Download Now!

Consumer neuroscience is the practice of determining the subconscious factors which effect decision making and using them to drive preference for a product or service.

 

ANA Marketing Futures surveyed marketers across the industry to get their opinion on the value and viability of this emerging trend, and created a guide for brands looking to use neuroscience to create better experience for customers, and drive business growth.

Arafel Buzan

Co-Lead of Mindshare's NeuroLab

“By leaning into consumer neuroscience and understanding the consumer at the level of the subconscious, brands can create more impactful, relevant, and authentic advertising with less overall spend waste.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into consumer neuroscience? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

How This Brand Used the Power of Laughter

ANA. May 2020

The Tennessee Department of of Tourist Development was missing out on a valuable segment: family travel. In order to convince moms (the primary household vacation decision maker) that Tennesee was a destination that would make their kids happy, the department created a first-of-its-kind wearable device that measures laughter and excitement to determine how much fun kids have in Tennessee.

How to Use Neuroscience Secrets to Drive Direct Mail Success

ANA. March 2020

The emerging field of neuroscience will soon have a game-changing effect on how direct marketers communicate. By injecting these proven principles of social science into our creative executions, we can increase engagement and response. This example-jammed presentation revealed how to do just that.

Four Secrets to More Powerful Creative

ANA. September 2020

There are certain creative secrets that have been proven through neuroscience that will increase the likelihood of your direct mail piece getting noticed and driving your customers to action. Simply following these five powerful recommendations will increase your chances of success. Good creative matters. Find out the secrets of how to do it.

Download Now!

Consumer neuroscience is the practice of determining the subconscious factors which effect decision making and using them to drive preference for a product or service.

 

ANA Marketing Futures surveyed marketers across the industry to get their opinion on the value and viability of this emerging trend, and created a guide for brands looking to use neuroscience to create better experience for customers, and drive business growth.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Email: marketingfutures@ana.net

 

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