Not all decisions are rational. Most decision making is unconscious and our decision strategies are biased.
As demonstrated by Kahneman and Thaler (two Nobel laureates), all human feelings, thoughts, and actions—even consciousness itself—are just the products of neural activity in the brain. For marketers the promise of this idea is that neurobiology can reduce the uncertainty and conjecture that traditionally hamper efforts to understand consumer behavior. The field of neuromarketing—sometimes known as consumer neuroscience—studies the brain to predict and potentially even manipulate consumer behavior and decision making. 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.
The decisions we make are heavily influenced by factors outside of our conscious awareness. If you want to understand the real drivers of consumer behavior you need to go beyond what people say.
By scanning the whole brain through fMRI, we uncover the unconscious reactions of your target audience and helps you get the full picture.
There is available measures range from declarative aspects (what consumers consciously perceive and can immediately act on) to true decision markers (deep unconscious factors impacting decision making over the long term).
Measure the unmeasurable
The Behavioral marketing
In a complex global market, brands must ensure they undertake effective research to implement successful advertising and sales strategies.
In a world full of distractions, we find out how your communications influence people’s feelings about your brand and product, and how to optimize them.
If you want to influence people, you need to look into what is driving their current behavior, uncovering the real drivers of consumer behavior and uncovering the real drivers of consumer behavior.
We must therefore rely on principles of psychology and behavioral science, mirroring the processes people use to make their day-to-day decisions
Through integrated qualitative and quantitative research, we can help you identify the biases that drive your own business decisions along with those of your prospects, potentially leading to measurable benefits in prospect engagement at every stage of your marketing journey.
Ida Pacifici https://www.linkedin.com/in/ida-pacifici/