What is Neuromarketing?

Neuromarketing is a field that seeks to understand consumer behavior and examines the psychological and social reasons influencing these behaviors, ultimately forming a marketing strategy based on these studies. The changing consumer behaviors and shopping habits in today's world contribute to the rapid spread of neuromarketing. This method, widely used by the world's major brands, plays a crucial role in gaining insights into consumer behavior. At the same time, thanks to the obtained data, brands can adjust the messages they want to convey to their target audience and attract more interest.

The primary working principle involves using headgear and stimulators to measure the areas in the human brain responsible for emotions such as joy, happiness, and anxiety. Then, participants whose brain signals have been analyzed are presented with projects from brands that they have never seen before. All data is recorded and stored from the first moment of the presentation to the last. Later, participants are asked questions. Even if their verbal responses are negative, the initial data collected may indicate otherwise. Similar to a lie detector, brands use neuromarketing to measure the reactions of potential customers to their future projects.

Neuromarketing Techniques

Neuromarketing operates based on the principle of measurement first, followed by action. Initially, a group of people undergo tests. Even the smallest details, such as blood flow speed and brain wave fluctuations, are analyzed. During the analysis process, a person presents the product to be tested. Questions are asked, and measurements are completed. Then, the phase of analyzing all the data from test participants begins. Their responses to the questions, along with brain activity and blood flow indicators while answering, are examined. Common behaviors across the group are identified, and conclusions are drawn. The main goal of neuromarketing is to understand what people think on a subconscious level and help brands develop strategies based on the subconscious truths of their customers.

How is Neuromarketing Used by Brands?

Brands utilize neuromarketing to plan everything from packaging design to advertising campaigns. Unlike other methods, neuromarketing provides brands with precise results. As one of the most accurate methods in the field of social experiments, neuromarketing allows brands to determine the language they should use to communicate with consumers and what aspects consumers find appealing. This enables brands to reach their target audience without wasting time and effort. If you want your brand to become a globally recognized name, you can benefit from neuromarketing techniques.

Neuromarketing and Purchasing Behavior

Brands make modifications, additions, and removals to their products based on the data obtained through neuromarketing. Since they already understand how their target audience will prefer their products, they make appropriate improvements accordingly. The products launched in an improved form are designed to be deliberately embedded into our subconscious, creating the impression that we genuinely need them. In this way, brands can update all their products with a small testing cost and increase their profit margins.

It is a factor that directly influences potential customers' purchasing behavior because the subconscious is a mechanism beyond people's control. For this reason, brands determine what is most suitable for their customers and take steps in that direction.

Advantages of Neuromarketing

Neuromarketing helps identify the target audience and deliver the products and services they need at the right time. This method increases the effectiveness of marketing campaigns, allowing brands to develop more successful strategies. Neuromarketing is a valuable tool for both companies and marketing departments, as it enables a more precise analysis of consumer behavior.

This method is used to understand changing consumer preferences and needs. Marketers can strengthen brand credibility by better analyzing consumer shopping habits through neuromarketing techniques. Additionally, by measuring consumer reactions to products, it is possible to determine which messages and designs they prefer the most. This helps brands shape their advertising, product design, and sales strategies more efficiently.

Examples of Neuromarketing Applications

To better understand the impact of neuromarketing on consumers, it is useful to look at some real-life examples. Different neuromarketing technologies can be used depending on the brand and the situation being analyzed.

For example, the brand Frito-Lay used neuromarketing to determine which type of packaging women preferred more. Research revealed that packaging made with healthy ingredients generated a more positive reaction among women. As a result, the company redesigned its product packaging to highlight more natural ingredients.

Another example is Microsoft. The company utilized neuromarketing research to assess the effectiveness of advertising campaigns on the Xbox platform. Devices measuring physiological reactions such as brain activity, breathing rate, eye blinking frequency, and heart rate were used. These tests identified which advertisements were more effective, and they were subsequently incorporated into marketing campaigns.

Neuromarketing is also applied in web design. A company discovered that users paid less attention to the lower sections of websites. Based on this finding, they transitioned to a more horizontal design, resulting in a significant increase in reading rates.

Additionally, colors and attention-grabbing techniques play a significant role. For example, it has been observed that brands like Kodak and Virgin use orange-yellow tones in billboard advertisements, making them stand out more easily among other bright colors. Neuromarketing strategies are built around such details, targeting the subconscious to ensure product selection.

A diaper brand used neuromarketing and found that consumers primarily focused on a baby’s face. Following this research, they designed new packaging where the baby’s gaze was directed towards the product information. This small yet strategic change increased consumer interest in the product by 45%. Such minor but effective modifications are among the best examples demonstrating the power of neuromarketing.