Tapping into Consumer Behaviour with Neuromarketing - Market Research & Behaviour analytics

Tapping into Consumer Behaviour with Neuromarketing

ByHimanshu Vashishtha

Tapping into Consumer Behaviour with Neuromarketing

Neuromarketing has been around for more than a decade now in the marketing world helping to bridge the gap between consumers and brands. It’s becoming an integral part of marketing research methods and brands have begun to allocate a significant budget for it to devise ways to boost sales conversion rates and brand image.

Essentially, neuromarketing is scientific in nature and helps marketers to understand consumer psychology and their decision making process for purchases. Using the results, marketers can align their marketing strategies to attract potential buyers and influence their purchase decisions and choices.

Neuromarketing techniques utilized by brands

Needless to say, a ‘One strategy works for all’ does not work in the marketing world. And that’s where neuromarketing methods finds its significance as brands can customise their marketing strategies to strike the right chords with their target audience.

Here are a few neuromarketing techniques brands use to attract customers.

  • Colours

Colours are a very powerful tool for evoking emotions in people. Brands dive into deep research to come up with the right colours for their logos and designs, as certain colours invoke positive actions from consumers, while certain do the opposite of invoking negative actions. Take utmost care to use only the right colour/s to sway your target audience towards your products.

  • Packaging and design of products

Visually appealing packaging can prompt consumers to opt for those products. Marketers rely on neuromarketing techniques to come up with product packaging that would help to increase purchases. Product designs are tweaked and packaging strategies are devised to incorporate the results and achieve desired results.

  • Eye gaze and its direction

Faces in ads are very impactful to get consumer attention. A face that looks like it’s selling what they want to see (for example, a baby’s face) can grab a consumer’s eye and hold their attention. Also, the direction in which that face is looking can affect the attention span of consumers. Basically, ads should have elements that would attract and keep consumers engaged.

  • Right font

In general, people tend to opt for choices that are comforting for them and put them at ease. The same goes for fonts. Simple fonts that are can be read and understood easily are more welcomed by consumers. Complex fonts should be used when you want text to stand out and catch eyeballs, so ideally these should be used sparsely.

  • Anchoring effect

In marketing, anchoring effect is based on the understanding that people tend to make decisions based on surroundings and situations, instead of logical thinking to come up with the right decision. It is used to showcase particular aspects of a product as desirable for consumers and make them believe that it is worth the investment. In order to make a user choose the required option, marketers display other options too that could be compared. Using this technique, users may opt for another choice (which is actually beneficial for brands) because it looks better, even though they might have been looking for the lower (or cheaper) option. This is a common technique used while displaying different packages and their pricing.

Neuromarketing help brands to create an identity in the minds of their target audiences such that they can be lured and prompted to make purchase decisions in favour of the brands.

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