Neuroscience in Marketing: Predicting Sales with Brain Activity

The Subconscious Mind in Decision Making

• 🧠 90% of daily decisions are made by the subconscious mind, driven by instinct and emotion, reacting faster and stronger than logic.
• 💡 Traditional market research often relies on self-reported data, which only correlates 24% of the time with in-market effectiveness, leading to wasted marketing spend.
• 🎯 Asking consumers why they make decisions often elicits their perceived reasons rather than the true, subconscious drivers.

Neuromarketing Explained

• 🔬 Neuromarketing uses physiological and neural data, like EEG, to understand consumers' subconscious decision-making processes.
• ⚡ Neuro-Insight utilizes a proprietary EEG device that measures electrical activity from the scalp to map brain responses second-by-second.
• 📈 Different parts of the brain correlate to specific functions: the frontal cortex for personal relevance, the lateral prefrontal cortex for memory creation, and the back of the brain for emotion.

Drivers of Consumer Behavior

• 🔑 While emotion drives about 65% of decisions, personal relevance is a higher driver, and memory creation trumps both.
• 🚀 Memories are not just repositories of the past but are guideposts for future behavior, selectively stored to inform future choices.
• ✅ Long-term subconscious memory creation has shown an 86% correlation to predicting sales, significantly higher than traditional methods.

Applying Neuromarketing Insights

• 📊 A climate change campaign analysis revealed that while the message had personal relevance, it lacked emotional intensity and failed to commit to memory, thus not resonating effectively.
• 💡 The technology identifies specific moments in advertising that can be capitalized on, allowing for the creation of integrated campaigns across different platforms.
• 🗣️ Neuromarketing is crucial for telling harder stories, such as those related to climate change and world hunger, which require behavioral change and sacrifice.