Neuromarketing allows us to measure specific types of brain activity in response to advertising messages. With this information, SixthFactor helps companies learn why consumers make the decisions they do, and what parts of the brain are motivating them to do so. Neuromarketing is a flexible method to determine customer preferences and brand loyalty, because it can apply to nearly anyone who has developed an opinion about a product or company. No matter what form it takes, marketing focuses on creating positive and memorable impact in the minds of customers. Neuromarketing measures those impacts, but anyone can take the basic discoveries and adjust their product or sevice to reflect subconscious consumer needs.
Even before the conscious mind becomes aware of a stimulus, the subconscious mind has already begun to process it and respond—all in the course of a single second. Neuromarketing, then, is most concerned with that second when the response is first formed. As expert neuromarketers, Sixthfactors are less concerned with developing the right message or branding but more focussed on studying the emotions and memories triggered by that message.
A neuromarketing campaign is more person-intensive. Whereas typical marketing draws broadly from a cross-section of customers, through a variety of methods (focus groups, surveys, customer records, etc.), neuromarketing concentrates intently on individual marketing test subjects— usually no more than a few dozen, and over an extended period of time.