![]() If AI enables computers to think, computer vision enables them to see, observe and understand.Ĭomputer vision works much the same as human vision, except humans have a head start. Until recently considered an extravagant “frontier science,” neuromarketing has been bolstered over the past five years by several groundbreaking studies that demonstrate its potential to create value for marketers.Computer vision is a field of artificial intelligence (AI) that enables computers and systems to derive meaningful information from digital images, videos and other visual inputs - and take actions or make recommendations based on that information. The field of neuromarketing-sometimes known as consumer neuroscience-studies the brain to predict and potentially even manipulate consumer behavior and decision making. For marketers the promise of this idea is that neurobiology can reduce the uncertainty and conjecture that traditionally hamper efforts to understand consumer behavior. Nobel Laureate Francis Crick called it the astonishing hypothesis: the idea that all human feelings, thoughts, and actions-even consciousness itself-are just the products of neural activity in the brain. The Benefitsīy understanding the landscape, marketers can make better decisions about when to pursue a neuromarketing technique to gain insight into customers’ motivations and when and how to engage an outside firm as a partner. Marketers need to understand the range of techniques involved, from brain scanning methods to testing of physiological proxies how they are being used in both academia and industry and what possibilities they hold for the future. One neuroscience and business professor suggests using a checklist: Are actual neuroscientists involved in the study? Are any of the consultancy’s methods, data, or tools published in peer-reviewed journals? Is its subject pool representative-a question that is particularly important for global brands? Do the consultants have marketing expertise along with scientific knowledge? Do they have a track record of success? And can they prove when challenged that they will offer insights beyond what can be gleaned through traditional methods?ĭespite recent studies validating the use of neuroscience methods in marketing, marketers struggle with the question of whether neuromarketing is worth the investment, what tools and techniques are most useful, and how to do it well. Potential users of neuromarketing should be cautious about partnering with specialist consulting firms-experts warn that the field is plagued by vendors who oversell what neuromarketing can deliver. Its most common methods are brain scanning, which measures neural activity, and physiological tracking, which measures eye movement and other proxies for that activity.This article explores some of the research into those methods and discusses their benefits and drawbacks. “Neuromarketing” loosely refers to the measurement of physiological and neural signals to gain insight into customers’ motivations, preferences, and decisions. ![]() But those interested in using its tools must still determine whether that’s worth the investment and how to do it well. ![]() Over the past five years several groundbreaking studies have demonstrated its potential to create value for marketers. The field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior and decision making.
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