Biometrics can help you measure the attention level of your target audience to your marketing stimuli, using tools such as eye tracking, pupillometry, and electrooculography.
These tools can track the eye movements, pupil size, and eye blinks of the consumer, which reflect their attention span, focus, and fatigue..
Neuromarketing is typically done through brain scanning — either with fMRI or EEG technology — or physiological tracking, including eye movement measurements, facial coding, or body temperature and heart rate measurements. fMRI and EEG technology have different strengths..
Biometric sensors are becoming an increasingly important tool for neuroscientists and researchers working in the field of brain-computer interfaces (BCI).
These sensors are able to measure a wide range of physiological signals, such as electrical activity in the brain (EEG), heart rate (ECG), and eye movements (EOG)..
Electroencephalography (EEG) is a neuro-research technique that measures brain activity.
It's a widely used technique in neuromarketing research to measure cognitive processes, such as calculations, in order to predict consumer behaviour..
Neuromarketing is the study of how people's brains respond to advertising and other brand-related messages by scientifically monitoring brainwave activity, eye tracking and skin response.
These neuromarketing techniques are used to study the brain to predict consumer decision-making behavior..
Neuromarketing uses functional magnetic resonance imaging and electroencephalogram tools to scan people's brains and evaluate physiological and neural signals to specific ads, packaging, design, etc..
It's a new area of business research that sits at the intersection of three well-established fields, marketing, marketing research, and brain imaging to better understand consumer behavior.
Neuromarketing isn't all about pushing magical buy buttons in your customer's brain..
Marketers use neural and other physiological signals to gain insight into customers' motivations, preferences and decision-making processes.
They also use this research to predict how a particular product, service or marketing campaign will perform..
Green marketing helps companies adopt more sustainable business practices as it helps promote the environmental benefits of their products and services.
Furthermore, green marketing can raise awareness among consumers about the importance of sustainability and the environmental impact of their purchasing decisions..
Within the topic of consumer behavioral decision-making, most research in neuromarketing continues to discuss experiments related to consumer decision-making, including:
Varan et al. (2015) used data analysis from EEG, fMRI, facial coding, EMG, and biometrics studies and concluded that neuromarketing was not a reliable measure of advertising effectiveness.
Devices, such as:
However, since 2016, neuromarketing research has shown steady growth.
Specifically, 13 papers were retrieved and published by the end of 2021, indicating that the mixed discipline of neuroscience and marketing has become a popular topic and research frontier in marketing.
Figure 1.
Annual publishing:
Among the research methods used, the neuromarketing approach was mainly based on an experimental design, which accounted for 103 studies.
Regarding other research, only 10 studies used a mixed research approach and six literature review studies (refer to Supplementary Material 9 for the Results).
