"Neuromarketing": more effective results or just another passing trend?

Recently, "neuromarketing" has received special attention from marketing, research and academic. First because it is a methodology that promises what traditional research methods can not deliver, access to the subconscious of individuals. Second, because there is evidence that lead marketeers to believe that by using these results they may perform better their work to understand what the consumer wants.

In addition, for researchers, this new method could be attractive to companies because it can turn out to be cheaper and faster than traditional methods of research nowadays. Through neuromarketing, companies can obtain relevant information for the process of developing a product, for a concept to be developed or even for the communication of those. Consumers would provide rich information that would guide the creation of new products and needs that would not otherwise be seen.

This is because this tool allows us to "read" a person's unconscious or subconscious state. It is through electroencephalography, dilation of the pupil, movement of the eyeball, skin temperature, heart rate, blood pressure, among other reactions, that the result is measured. Today, the pioneering companies in your industry are already using the methodology in conjunction with marketing experience in the investigative process during which the consumer can use and experience the product or service offered.

From these descriptions of feelings, adjustments may be made to the product or service, to the concept, to the communication, or it can even be aborted before the launch. Can you imagine how this is useful for companies where constant innovation, or change of course, involves a high cost.

Despite the distorted image of "evil" nature that the marketing discipline has, the real goal of professionals is to take the product and the best possible service to the needs of consumers, causing people to get what they want. In this sense, "neuromarketing" will have a key role to make sure that the cost-benefit ratio of companies is appropriate to the tireless pursuit of pleasing those who consume.

On the other hand, if we compare neuromarketing to the fever that was when marketeers "discovered"  subliminal marketing, we can imagine it to be also just a another passing trend. But even so, it is up to all different areas to study neuromarketing more deeply, since much is happening in the world and changing people. This transformation is challenging every day all those marketeers who want to offer a product that makes a difference in people's lives. Anyway, we don't know if it is just a passing thing but it seems that neuromarketing is here to stay.

Source: Mundo do Marketing