As marketers, we are always trying to imagine how our customers feel, predict what they like and influence how they regard our promotional materials. However, thanks to developments in neuroscience, we no longer have to guess. The exciting field of neuromarketing allows us to see, measure and analyse the way customer brains respond to their environment, in real-time.
It is thought that 85% of what goes into making decisions is subconscious, and therefore not available to the decision maker themselves. Therefore, conventional forms of market research are not able to interrogate or access the majority of what drives and informs the decisions that are made. But neuroscience can! By measuring involuntary, physiological metrics, more accurate and reliable information can be gained and used as the basis for making business decisions.
In this talk, Katie Hart reveals some of the lessons, insights and opportunities provided by research she recently conducted on behalf of Spotler. The research measured the responses within people’s brains, to a variety of email formats and landing page layouts, with the aim of determining the ‘ultimate’ recipe for creating engaging materials. Conducted using devices which measure physiological responses in the brain, the research provided some interesting explanations and surprises which Spotler have implemented and are willing to share.