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KEY STATS

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CONSUMER NEUROSCIENCE

CONSUMER NEUROSCIENCE

Tapping into Consumer Consciousness

Why Neuroscience Now?

  • WHAT IS NEUROSCIENCE?

  • WHY SHOULD MARKETERS CARE?

  • HOW CAN IT HELP YOUR BUSINESS?


Consumer neuroscience integrates nonconscious measures to capture responses moment by moment, offering a more complete view of the consumer. Key methods include eye tracking, measurement of brain activity, and facial coding.


Marketers use neuroscience to answer the question: How do consumers’ minds actually work? It can help marketers uncover more data that leads to deeper insights and, ultimately, more effective campaigns.


Although only a small number of respondents (10 percent) attributed revenue growth to the use of neuroscience, those who did said it contributed a sizeable amount (an average of a 16 percent increase in revenue).

 

The ANA Marketing Futures Program focuses on the innovations and trends that will shape the future of marketing to prepare brands for the challenges and opportunities that lie ahead. In recent years, the practice of consumer neuroscience has made strides in accessibility and affordability, offering brands a way to understand customers on a deeper level than ever.

Videos

Learn more about consumer neuroscience from the experts and marketers who are leveraging it to connect with consumers on an emotional level.

Dr. Carl Marci, Chief Neuroscientist at Nielsen Neuroscience, identified two emerging trends in the field of consumer neuroscience, and discussed the importance of stories in engaging consumers on an emotional level. He also encouraged marketers to learn more about how neuroscience works, and why it’s important to the future of marketing.
David Kepron, VP of Global Design Strategies at Marriott International, discussed using neuroscience to affect how people feel when entering a Marriott property, and shared best practices for marketers looking to master consumer neuroscience. Kepron dispelled some of the common misconceptions around neuroscience being a way to manipulate thought and behavior.

Future of Neuroscience

“I think marketing and technology advancements are blooming and overlapping together. I think things like artificial intelligence and virtual reality — things like that — are going to redefine the way we interact with consumers.

 

We have to be prepared for a world where advertising itself may not be the dominant way we influence people. In a world where consumers have control and they can increasingly tune out marketing messages, how we influence people will shift.”

Jim Speros

Former CMO

Fidelity Investments

The Future of Neuroscience

Jim Speros

Former CMO

Fidelity Investments

“I think marketing and technology advancements are blooming and overlapping together. I think things like artificial intelligence and virtual reality — things like that — are going to redefine the way we interact with consumers.

 

We have to be prepared for a world where advertising itself may not be the dominant way we influence people. In a world where consumers have control and they can increasingly tune out marketing messages, how we influence people will shift.”

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.

Intensity as the Third Dimension

ANA/Fullscreen. April 2018

To win the future, marketers need to move beyond interruptive messaging to connect with audiences in a way that’s authentic, emotional, and relevant. Fullscreen refers to this as “Intensity.” Fullscreen’s study look at how content consumption affects audiences on a physiological and behavioral level.

 

Marriott International: How to Leverage Neuroscience to Drive Guest Engagement

ANA. October 2017

Marriott International is the world’s largest hospitality company. It has created a world-class loyalty program, which includes a slew of benefits and a keen focus on customer experiences. Marriott shared insights on how it is leveraging neuroscience and emerging technologies to build great customer experiences, fundamentally changing the way the company is interacting with guests.

The Future of Consumer Neuroscience: Bridging the Gap Between Education and Adoption

ANA/Nielsen. July 2018

As media and marketing evolve, so must the tools for measurement that surround it. That is why so many marketers have begun to turn to neuroscience. Traditional tools struggle to generate the insights needed to break through in complex environments and understand the complex ways our brains process information. We just don’t process enough information consciously for what we say to give marketers a complete picture.  As David Ogilvy opined, “Consumers don’t think how they feel, they don’t say what they think and they don’t do what they say.”

 

Be sure to visit our full neuroscience content library for more great resources!

Get ANA's Consumer Neuroscience Report

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.

Download the full report today!

Download the full report today!

ANA Marketing Futures: Our Story

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the 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. 

About the ANA

The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes nearly 2,000 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually.

 

Learn more at ana.net

 

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