Allows us to study human behavior in more detail than traditional marketing research methods. Unlike surveys and focus groups that evaluate conscious consumer behavior, neuromarketing uses data that cannot be quantified. Thus, we can study preferences and interests precisely, and with this information, better understand feelings and reactions.
It makes significant changes to the process of receiving customer feedback, making it more reliable and trustworthy. With traditional methods of customer satisfaction research, people can penetration data deceive or incorrectly express their emotions. Neuromarketing allows you to get objective results.
Able to penetrate into the depths of human consciousness and analyze reactions at the subconscious level.
Provides deep understanding of the target audience and helps develop more effective tactics through a comprehensive marketing research strategy.
Critics of neuromarketing have raised concerns about various aspects of the field. They emphasize:
Influencing decisions. Anti-marketing activists like Gary Raskin, executive director of US Right To Know, warn that neuromarketing can be used to manipulate consumers’ fears by influencing them or triggering specific neural responses to certain cues. Atlanta-based consulting firm BrightHouse says neuromarketers simply seek to understand how and why consumers interact with products, companies, and brands.
On the myths surrounding neuromarketing. It has recently become the subject of controversy and doubt, being considered pseudoscience without evidence. Professor Joseph Thurow from the University of Pennsylvania, for example, claims that neuromarketing is not a reliable tool for studying consumer opinion.
Critics say neuromarketing merely embellishes the science of what could be under
