How to find consumer insights with the help of neuromarketing?

Every advertiser's dream is to find the sales generator “button” in their customers’ head to ensure that their business succeeds. There is a big competition across the market with an even bigger advertising noise, while most companies offer very similar products or services to their customers. The situation is aggravated by the fact that the desired target groups are roughly the same, so everyone expects their income from the same 10,000 or 100,000 people. But then what does success depend on?  Although competitive advantage depends on many factors, the most successful companies pay close attention to understand their customers and have real consumer insights to build their communication strategy on. 

Finding a real consumer insight is vital to a successful advertising campaign. Your ad may be creative and your product appealing, but if you don’t know what triggers your target audience to purchase, it is worth nothing. The consumer insight is like a key which opens your audience’s mind. 

But what is an insight? 

An insight is a true revelation of the consumer. Insights are findings that help us to understand what’s going on in people’s minds, what is their need and what makes their heart beat.

How can neuromarketing help?

People have desires, wants, needs, fears, emotions and ideas that can be asked by an interview during a qualitative research, but there are deep-seated reactions that respondents don’t necessarily know about, so can’t be answered even if it' is asked. These deep-seated reactions can be the answer for profound motivation. Neuromarketing insight research makes it possible to examine these deeply hidden unconscious emotional reactions with our biometric measurement technology.

Neuromarketing insight research can provide answers like what drives the emotions of a particular target group the most, which are the buzzwords and messages that activate them the most or why they remember a brand better or less. The number of questions that can be answered is almost endless, and reflects the core feelings of the consumers, not what they say consciously. 

How do we create an insight package?

1. We look for emotional patterns. To create a pattern, we analyse many ads by the given emotional reactions. The number of included ads depends on the investigated topic or questions. It can be 5 to 20. 

2. Ads included in an insight package need to have similarity in the subject. For example: ads from the same sector, ads from different sectors but all made for online channels, ads with celebrity brand ambassadors etc.

3. We determine whether to analyse one or more target groups.

4. All emotional curves will be analysed for each age-group (if we analyse the emotional curve of the same ad by different age-group, we can easily find out the emotional differences).

5. When an emotional pattern is found based on all analysed ads, we start to look for the reasons. The scenes with the similar patterns will be investigated until the reason for the same drive will be found. 

6. To prove the insights, examples will be listed.

7. We list the insight and give recommendations.

By decoding the emotional reactions of consumers, we not only see in the minds of the audience, but we know what’s the key to their heart. This insight will help you to understand your target group more and make better communication campaigns. 

written by Kriszti Polgar-Szabo

Would you like to learn more about your consumers? Are you curious how neuromarketing insight research can help you?