CONSUMER
NEUROSCIENCE
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.
IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.
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SEO was a lot simpler in a less-crowded marketplace; you could optimize by keyword for your product, industry, or customer demographics and watch your traffic grow. In 2021, however, not only is the online space left with little metaphorical keyword elbow room, but search engines have gotten smarter to keep up with consumer demand. People search more conversationally due to voice assistants like Alexa and Siri, and AI-powered chatbots learn more as they’re being searched, which also contributes to a natural semantic search style. If marketers want to make sure their SEO efforts are being noticed, there are several ways to do this, all of which embrace this more casual way of searching consumers are employing – “long-tail keywords,” those with fewer search results but a higher conversion rate; “keyword clusters,” which group product identifiers that can single out your brand; “natural language processing (or NLP)” which rely on qualifiers like “what” and “where” to make a search less-robotic, and the overall conversational style that voice search and chatbots have made more prominent as of late.
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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.
Download the full report today!
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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