CONSUMER NEUROSCIENCE

New horizons in the relation with the consumer

Neuroscience of the Consumer

Understanding the consumer in the past was much easier: simple choices between few brands that favored a mora rational decision process. The market research should only know how the consumer built such rationality. Nowadays, everything has changed. The emotion took the place of the reason, the shopping scenario became extremely complex and competitive, with brands seeking to differentiate and to create an unique identity. The consumer is surrounded by thousands of marketing stimuli in one single day. Although all external scenario changed, the mind of this human is still the same. The person remains selective regarding information, with low ability of retention and guided not only by rational instructions, but mostly by emotional motivations. It is still important to question the consumer about what he thinks or feels about the brands and products, but it is also necessary to understand such experience in a perspective subjacent to his conscience.

What do we do?

Neuroscience of the Consumer

  • How are people engaged in the shopping process?
  • How do different brands available for choice influence the consumer decision process?
  • What is the impact of the point of sale communication in the consumer perception?
  • The consumer journey in the point of sale is subject to the process of many stimuli. The conscious level of the consumer cannot state all this process. Using an eye tracker and other biometric devices, it is possible to evaluate the exposure time and involuntary reactions to different products and brands, mainly the immediate reactions. With this information it is possible to identify acceptances, rejections and optimizing products exhibition and communication in the point of sale.

  • What is the quality of the browsing experience of the consumer in the virtual environment?
  • What are the viewed points and non-memorized ones of a website, as well as the blind spots?
  • What is the level of instinctivity in the browsing process and how much can the consumer favorably respond to the inputs of a website?
  • What is the experience of the consumer in the different types of browsing devices?
  • Banners and visual contents capture the visual attention and can generate greater levels of engagement, as well as leading to disinterest by the content. On that case, the consumer makes new visual searches until finding something that arouse interest. This mechanics happens outside the rational range and it is subject to involuntary responses of the consumer. Neuroscience enables to understand such process and to identify these areas of higher and lower engagement, optimizing the digital content.

  • How does the gustatory and olfactory experiences modulate the consumers emotions?
  • When tasting a product, what is the effect of the sight, smell and taste, differently, in the involuntary evaluation of the consumer?
  • How much can the fragrances activate or relax the consumers?
  • How to enhance the consuming experience through the smell and taste?
  • The consumer is prepared to state the gustatory and olfactory experience with products in a general way, but something that is not easy to state is the magnitude of this experience. Telling if a perfume is relaxing or not by only questioning the consumer is something subjective. Measuring the relaxation level through biometric devices makes the information much more precise. Odors and fragrances are able to active immediately the limbic system, responsible for the memory activation and involuntary associations. Neuroscience allows to measure such activation level and to evaluate the impact in the consumer.

  • How does each scene impact in the consumer mind?
  • How can different visual arrangements impact in the emotion and attention?
  • What are the improvements that can be made in a promotional material?
  • Quais as melhorias que podem ser feitas em um material promocional?
  • Biometric resources offer immediate cognitive response, when it is experienced, with no interferences of rational ponderations. Identifying moments of greater attention, emotional impact and scenes that visually activated the consumer provides possibilities of much more realistic results. The report allows to identify the area to improve communication and after reviewed, identify the cognitive gains obtained. Consumer neuroscience allows to identify the blind spots or problems in promotional materials that in a conventional manner, would be unnoticed. Also, they could significantly reduce the communication power.

  • Which are the aspects that make a specific package to stand out from the other ones?
  • Which materials and textures can activate emotions, perceptions and behaviors of the consumer?
  • How can the package contribute to the construction of the brand fidelity?
  • Which colors, shapes and images of a package can create positive associations in the consumer?
  • Packages are silent sellers, they speak to the consumer and neuroscience can help to listen these responses more accurately. Identifying to where the consumer look at in a package, what they feel the handle it, the brand visibility and other graphic components offer the opportunity of creating more communicative and persuasive packages in the communication process.

  • What is the ability of a brand to activate the mind of a consumer?
  • Which are the automatic associations that a specific brand arouse in the consumer?
  • What are the extension possibilities that a specific brand has?
  • What is the most appropriate position of the brand that will enable the consumer to make a favorable association in relation to the other brands?
  • The brain can be seen as a computer with a high-capacity HD but with low RAM memory (working memory). That is why it is selective regarding the information it takes to this operational memory. A consumer will consider two, maximum of three, brands in the shopping cart. Only the brands that have stronger associations with the category in the consumer mind will be activated (both positive and negative). Consumer neuroscience will understand how they these associations are built and will instruct the construction of more sensitive brands and aligned with the consumer.
Get to know better the market techniques

Neuroscience Tools

Implicit Association

The implicit association tests are capable of extracting information about the attitudes of an individual, even when such individual is not aware of them or is not prepared to reveal them.

    Applications:
  • Brand Stretch
  • Brand Image
  • Concept Test
  • Packaging Test
  • Commercial test
  • Personification
  • Claims Test
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Facial Recognition

Consumers are filmed when receiving the stimulus. Several moments of the sensory experience are documented. At every second the algorithm determines the emotion evoked by the stimulus.

    Evaluated Emotions:
  • Happiness
  • Surprise
  • Sadness
  • Fear
  • Anger
  • Rejection
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Low resolution E.E.G

Little invasive equipment that does not require electrodes adhered to the head and measures the brain activity, detecting electric pulses generated by neurons. With the low resolution electroencephalogram we can identify the activation level (arousal).

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Eye Tracking

The eyetracking allows to identify to where the look is directed to. Very important in communication, packages and websites usability, the eyetracking identifies the hot zones where people dedicate more views, as well as the blind spots through heat maps. Perception can synchronize the eyetracking with other devices to know the emotional and cognitive impact of specific visual areas. We can map what has been seen and the emotional impact of those elements.

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