Naslov
How Neuroscience-Based Research Methodologies Can Deliver New Insights to Marketers

Autori
Šola, Hedda Martina ; Steidl, Peter ; Mikac, Mirta ; Qureshi, Fayyaz Hussain ; Khawaja, Sarwar

Izvornik
International Journal of Social Science and Human Research (2644-0679) 4 (2021), 10; 2963-2972

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Neuromarketing, Neuroscience-Based Market Research, Eye-Tracking, Neuroimaging, Concept Testing, Neuropackaging

Sažetak
While traditional market research methods are focused on surveys and group discussions, consumers’ attitudes, the choices they make, and the behaviour they display are all driven by a complex set of factors, and much of what is happening takes place in the subconscious mind. Learning that a stimulus engages in a positive way and that memory formation is taking place does not tell the marketer anything about the quality and impact of these memories or the engagement. With the technological advances, the emergence of neuroscience-based methodologies offers a higher degree of reliability. In the recent years, a noticeable increase in the use of eye-tracking and EEG frontal asymmetry technique was observed to measure cognitive processes of consumers among which are attention and perception to gain insights into their decision-making processes, consumer preferences and/or motivations. Using a real-world use case, this study highlights the importance of using neuroscience-based methodologies to evaluate packaging design to identify how well the brand is positioning itself on the subconscious level. While results from our study suggest that subjects displayed avoidance behaviour according to the lower frontal alpha asymmetry score, the statistical analysis failed to show significant difference between left and right hemisphere. Regardless of the statistically insignificant EEG findings, relatively longer times to first fixation among the areas on the visual suggest that the visual is not optimally designed and that for obtaining insightful data in product packaging field, relying on eye- tracking techniques is sufficient for reliable insights.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti, Interdisciplinarne društvene znanosti, Dizajn, Kognitivna znanost (prirodne, tehničke, biomedicina i zdravstvo, društvene i humanističke znanosti)

POVEZANOST RADA