There’s no more direct source when it comes to customer research than the human brain and the physiological signals it gives out as it experiences things
One truism that I’ve learned over my years in digital marketing: the closer to the ‘source’ of what you’re measuring, the better data you’ll get. When it comes to customer research, there’s no more direct source than the human brain and the physiological signals it gives out as it experiences things.
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While some amazing brain scanning technologies have emerged recently — such as functional magnetic resonance imaging (fMRI) and positive-emission tomography (PET) — these tools are intrusive and expensive, and thus beyond the reach of most digital marketers.
So here I’ll take a pragmatic approach. I’ll share five awesome and affordable…
Chart of the day: Neuroscience reveals that for long-term impact ads should appeal to emotion or make us laugh
In this example of neuromarketing, brain responses to over 200 TV ads were analysed. By looking at how the respondents' brains engaged in long-term memory encoding whilst watching the ads, Neuro-Insight were able to establish what makes for effective TV ads.
Since short-term memory only lasts a few seconds and then is lost forever, if you manage to get your ad into someone's long-term memory they'll be able to recall it for years. That means it's critical that your ads are able to make an impact and become part of someone's long term memory.
As the chart shows, information-based ads or discount-related ads make very little long-term impact on our brains. Opting for the 'hard sell' is clearly not effective. Humour stands out as the most effective…
