Neuroscience has gained a lot of space in the area of scientific research and market analysis. Neuromarketing tools were used to study cells and the interactions between brain areas and systems the interest in consumer behavior has opened doors and gained the necessary impulse to become part of a research line. With this, professionals in this sector began to identify, through brain behavior, how people reacted to certain stimuli – television commercials, the size of a logo, a slogan, among many others.
If you want to understand in more depth how Neuromarketing works, we talked about it in detail in this post.
Today, we will explain what are the 7 neuromarketing tools used by scientists to better understand the effect of marketing on consumers:
1. Biometry
This approach records heart rate and heart variation, as well as blood pressure and breathing. In situations of emotional excitement, stress or tension, the heart rate oscillates. Monitoring it allows you to confirm and reinforce other emotional valence data extracted by other methods.
2. Eye Tracking
Eye Tracking is a tool for the analysis of behavior and cognition. This technology performs the total monitoring of the visual system, measuring, in real time, the eye’s position, movement, dilation and path. This tool produces two types of maps: heatimaps (the frequency with which a given consumer looked at a particular part of the object) and gaze plots (the path, sequence and duration of eye movement).
3. Electroencephalogram (EEG)
The EEG uses electrodes applied to the scalp and measures changes in the brain region related to emotional response, and is capable of recording brief neuronal events and has poor sensitivity to deep brain structures. With this, it is possible to capture variations in brain waves in certain mental states, such as: states of wakefulness (beta waves), states of relaxation (alpha waves), states of calmness (theta waves), and states of sleep (delta waves).
4. Functional magnetic resonance imaging (fMRI)
The technique uses an MRI scanner to measure the level of BOLD – Blood Oxygen Level-Dependent. It has emerged as a non-invasive method, using no ionizing radiation or exogenous contrast. fMRI has a substantial advantage in resolving small structures found in the brain, measuring memory engagement and retrieval.
5. Face coding
This tool measures and assesses the physiological properties of the muscles present in the face. Testing the voluntary and involuntary facial muscle movements. Reflecting expressions of emotions, conscious and unconscious, since each emotion can be characterized by a specific configuration of muscle movements.
6. Sensory Marketing
This approach aims to influence the consumer’s response through their senses. For example: presenting a product to your customer while introducing a pleasant or effective smell to him.
7. Implicit association testing
In this tool, participants are studied through their response, in the shortest time, when ranking two competing stimuli presented. It proposes that the faster the respondent pairs the concept and the attribute, the stronger the internal association.
