CONSUMER
NEUROSCIENCE
WHAT IS NEUROSCIENCE?
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.
WHY SHOULD MARKETERS CARE?
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.
HOW CAN IT HELP YOUR BUSINESS?
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).
At the 2019 ANA influencer conference, we spoke with Richard Plansky and Benedict Hamilton of Kroll, a corporate investigation company, about brand safety in influencer marketing. Richard and Ben discussed the right way for brands to approach influencer vetting, shared some influencer horror stories, and shed light on one of the biggest misconceptions brands have about “micro-influencers.”
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Consumer privacy is at an ever-increasing pitch, and a plethora of ad blockers and similar apps have already handed given consumers the power to (somewhat) control their online experiences online, at least to a certain extent. GDPR, which requires websites to obtain consumer consent before tracking cookies, has further restricted complicated marketers’ access to consumer data. : websites have to now obtain consumer consent for tracking cookies. The final blow came has come with the announcement that Google Chrome will eliminate third-party cookies completely by 2022 – something that other browsers have already done. While initially this jarring news left leaves marketers wondering what to do, it also created provide new opportunities as well.
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WHAT IS NEUROSCIENCE?
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.
WHY SHOULD MARKETERS CARE?
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.
HOW CAN IT HELP YOUR BUSINESS?
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).
David Kepron
VP Global Design Strategies
Marriott International
“I don’t think neuroscience will ever replace what we’re doing. What I think it does is it augments our understanding about how the places we create might likely elicit more profound emotional reactions and deeper connections to our brand experiences. All of our guest engagements have to provide experiences that have profound emotional resonance and long-term memory connections. So, when we’re creating environments, we have multiple places within our hotels where we have an opportunity to connect in a meaningful way that enhances the likelihood of fostering empathic relationships. Neuroscience gives us an understanding of how people might likely interact at a particular location. What this does is augment our understanding about what tool we might likely want to use to engage in a way that’s more relevant.”
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.
Neuroscience: The Marketing Lab of the Future Takes Shape
ANA. July 2019.
Consumer neuroscience gives marketers the ability to understand their target audiences more deeply than ever. This insight brief features case studies, best practices, and expert perspectives on the growing industry trend.
Hitting a High Note: How Berklee Online Used Behavioral Science Secrets
ANA. April 2019
Berklee Online increased the effectiveness of its acquisition strategy by tapping into the secrets of behavioral science, using what social scientists have found about the automatic ways people make decisions to increase open, read, and click-through rates.
Leveraging Neuroscience to Optimize Creative
ANA. May 2019
Dr. Carl Marci, chief neuroscientist at Nielsen, shared his insights and real-world examples to demonstrate the role neuroscience can play in developing and optimizing creative.
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!
David Kepron
VP Global Design
Marriott International
“I don’t think neuroscience will ever replace what we’re doing. What I think it does is it augments our understanding about how the places we create might likely elicit more profound emotional reactions and deeper connections to our brand experiences. All of our guest engagements have to provide experiences that have profound emotional resonance and long-term memory connections. So, when we’re creating environments, we have multiple places within our hotels where we have an opportunity to connect in a meaningful way that enhances the likelihood of fostering empathic relationships. Neuroscience gives us an understanding of how people might likely interact at a particular location. What this does is augment our understanding about what tool we might likely want to use to engage in a way that’s more relevant.”
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.
Neuroscience: The Marketing Lab of the Future Takes Shape
ANA. July 2019.
Consumer neuroscience gives marketers the ability to understand their target audiences more deeply than ever. This insight brief features case studies, best practices, and expert perspectives on the growing industry trend.
Hitting a High Note: How Berklee Online Used Behavioral Science Secrets
ANA. April 2019
Berklee Online increased the effectiveness of its acquisition strategy by tapping into the secrets of behavioral science, using what social scientists have found about the automatic ways people make decisions to increase open, read, and click-through rates.
Leveraging Neuroscience to Optimize Creative
ANA. May 2019
Dr. Carl Marci, chief neuroscientist at Nielsen, shared his insights and real-world examples to demonstrate the role neuroscience can play in developing and optimizing creative.
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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