Peter Hartzbech, founder and CEO of iMotions, met Thomas Zoëga Ramsøy, one of the most prominent and prolific neuroscientists in the world, at the NIMF conference (Nonconscious Impact Measurement Forum) in New York where marketing specialists get together and discuss different methodologies and insights regarding unconscious measurements and unconscious tools.
During their chat they had the chance to talk about trends in neuromarketing, research and future predictions for the field.
“The business of market research is changing rapidly, and nonconscious measurement techniques are growing ever more important as a class of consumer insight techniques. Nonconscious methods are an area exhibiting rapid cycles of innovation and growth.” (Nonconscious Impact Measurement Forum, 2014)
While watching the interesting video, listen carefully to
Current trends in neuromarketing
While eye tracking has been around for a many years, it should not be used as a solitary sensor. In combination with other biometric sensors it delivers much more accurate and powerful data and insights. Many corporations integrate these physiological sensors into internal research labs and combine the new technologies with traditional methods. User-friendly software makes it possible for the corporations to do their very own research and to analyze and synchronize their data.
Best practices within neuromarketing, labs, setups & workflows
Technologies to capture emotional reactions within neuromarketing reach from EEG, eye tracking, galvanic skin response (GSR) all the way to facial expression analysis, EMG, ECG, voice analysis, and more. All of these sensors support the study of consumers’ behavior as well as their responses to a certain stimuli. Not only can these methods help academic researchers or marketers, but also entrepreneurs and product developers. They can be used in a mobile environment as well as a stationary research setup. The simplicity of data synchronization and stimuli presentation makes neuroscientific research within reach to all kinds of corporations.
Synergies between academic and commercial researchers
Until now, synergies between academic and commercial researchers have been limited. The introduction of easy to use software platforms, that easily integrate and are used by students, changes this. Both academics and marketers profit from standard software where there is higher degree of sharability between academic and commercial institutions. The possibility of biometric data mass production and the newly gained ease of data synchronization enables a higher volume of students to be involved, which generates knowledge that is brought out into the commercial world quickly. Aside from that, academics are in need of funding while commercial research is in need of qualified researchers. Therefore, both parties see an increase benefit from cooperating with each other.
Top trend in mobile eye tracking
As previously mentioned, eye tracking should not stand alone but be combined with other biometric sensors. A very powerful combination of sensors is the hybrid of eye tracking and high-end EEG applied in a real world environment. It helps commercial researchers to not only spot where people are looking but also to capture their emotional responses or their cognitive workload while navigating a real life environment. This combination is a real game changer for testing in the wild.
5 predictions for the next year in neuromarketing
Neuromarketing is a field with great growth potential within the next years. Collaborations between academic and commercial research will be increasing significantly. More and more research will be done due to the fact that software and new technology can minimize time and effort of completing a study. This will also lead to higher testing frequencies and more case and real life studies to relate to in the future.
Watch the full video here and get more insights in neuromarketing and its trends and techniques.
If this video leaves some of your questions unanswered, the team at iMotions would be very happy to help you out in person. Contact us!