Brain, Business Management

Neuromarketing- a response.

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So, my friends Ann Mullen (who kept me apprised of the blog) and Jaco Grobbolaar discussed neuromarketing last week.  The premise of Jaco’s blog was that we can’t trust what people say- since they often do other than what they indicate to marketers (and others).  So, marketers are looking to see (literally) more of how we think. The goal is to discern how our brain really is responding to those marketing approaches- and hone in on the best ones.

Yes, you can show these subjects commercials (or other videos), products and logos (or other pictures), and discern their reactions. But, as I responded to Jaco, I don’t see a slew of folks willing to undergo fMRI (functional Magnetic Resonance Imaging scans) to help marketers.  There are also  methods that employ EEG (electroencephalography), which cost has dropped dramatically.  This uses a headset with various electrodes on our skulls, that detect our brainwaves.  While not as information-laden as fMRI, it’s less difficult to perform.  And, I would question the results obtained from those that were willing to be subjected to those tests- since they are probably not emblematic of “the rest of us”.

The other problem with the use of these technologies for marketing is that a sophisticated questioner can use them to discern personal information that we don’t want disclosed- things like our passwords, our PINs, and birthdays.  (This happens – and, no I won’t fully elaborate- using respondents responses to questions about dates, numbers, and words.)

I’ve already reported that these class of devices are being used as real lie detectors.  (You know- the ones that work!).  One such device has even been funded by the CIA for its use for over a decade.   (You can check the index on the right for ‘detector’.)

The point is that there are many other ways available to marketers (and researchers) to predict our behavior.  For example, one of the original Beltway bandits (back when 128 was THE Beltway, around Boston/Cambridge), Raytheon (a defense contractor, as are most of the genre) is working on RIOT (rapid information overlay technology) that mines and synthesis “big data” from social networks.   Of course, much of mining they are doing includes information that should be blocked from these searches- the location metadata within our smartphones (What? You leave yours ON???)

But, there’s an even better way to study our true behavioral propsects.  One that has become so cheap now, Samsung has incorporated the technology into its new smartphones. This technology has also been used to provide the disabled the chance for better mobility.  Eye tracking- which lets one direct actions by moving our eye focus.  Samsung will now use it to pause video when we are no longer watching it on the screen, or to scroll up and down a web page.

A more interesting approach that achieves the eye tracking we want could be the one developed by Tobii. Instead of a camera, they use a microprojector and infrared light, so they can discern our focus within a millimeter. By tracking where our eyes are focused on a commercial or image, the marketer can discern what works- and begin removing what doesn’t- to see if that concept is more acceptable to the subject.  While this is still an expensive process (around $ 1K per unit), that is not out of line for most marketing tests.  And, as the device usage grows, the price will drop.

And, that is a legal, non-intrusive way to discern what we really are thinking…

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32 thoughts on “Neuromarketing- a response.”

  3. More and more I think that the only way to keep marketers from knowing what i am thinking is to stop thinking. There is no longer such a thing as a private life. Big Brother is everywhere and out of control in what they can get into. It’s like the lawyer getting someone to say something even though they know the judge will say “strike that last statement” once said it is to late. Once spied on, the information is out there..
    ChefWilliam recently posted..Farmers Market In Mexico

    1. What? You mean your brain isn’t already feeling that watching TV?
      Alessa- my son is very involved with Michigan Basketball, a sport I never followed. It amazes me how many TV Network time outs there are during the game – and how the last 3 minutes of the game can take as long as the first half!

    1. Suerae:
      Where you eye moves lets them know what you are reading and/or viewing. If you just scan everything, then they know it wasn’t a hit. But, whether you know it or not, when there are visuals on the page, one often looks, scans down, jumps back up (or sideways or down)- and that tells them lots.

  8. This is a very interesting perspective and it looks like, with such technologies, you can’t really lie, can you?
    That said, I am becoming more and more skeptical about all these tools. Do you think that they can really make a difference?
    MuMuGB recently posted..How To Be A French Politician

    1. Oh, that is what some folks want us to believe, Muriel… But, seriously, I do know that there is one firm that seems to have a 98+% success rate of detecting truth and lies…
      Now, do I think that is a prerogative of marketing firms- heck, no!

  9. You really make it seem so easy with your presentation but I find this matter to
    be actually something which I think I would never understand.
    It seems too complex and extremely broad for me. I am looking forward for your next post, I will try to get the hang of
    it!
    standard hydraulic pumps recently posted..standard hydraulic pumps

    1. So sorry that you feel that you can’t get the hang of it. I am sure you can understand the broad strokes. And, if you want to perfect your approach using this technique, you can employ a consultant.
      It’s hard to bring all the aspects of a subject into view in under 500 words.

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