Engineering and neuroscience merge to bring advances onto the market aimed to boost the efficiency ratios. Thus, applying neurotechnologies adds up an opportunity to make decisions and increase sales, more precisely. And, this is possible due to its countless applications, in this case, focused on understanding customer behaviour.
These research tools become a bridge between stimulus and response, conscious or non-conscious. And together with traditional methodologies, this merging turns into a bidirectional approach and provides an added value, mainly, for companies trying to offer sensory and emotional experiences to their target audience.
What neurotechnologies are
Neurotechnologies have been designed and developed to make easier and understandable the analysis of the nervous system. These are divided into invasive or non-invasive and real time or non- real time techniques among others. They have unlimited applications to cover the market needs as they can offer more effective solutions and a deeper understanding of companies.
Tracking, therefore, customer behaviour implies the use of recent advances in neuroscience. In fact, they also enrich the traditional market research methods. In other words, emotions and reactions draw companies’ interests to attract customer’s attention by using innovation.
What neurotechnologies are used for
In this sense, those companies, which bet on emotions, are using neurotechnologies to measure their ROIs, being the best way to quantify intangibles such as users’ attentional levels and engagement.
Developments such as the measurement of the electrodermal response allow collecting data in real time and environments. This approach has great benefits to test live experiences and purchase processes at the sale points, as well as obtaining information from both each individual and the group.
Thus, applying proven and endorsed neurotechnologies allows evaluating the levels of consumer satisfaction – regardless of a product or service. So such implementation guarantees a higher quality and attractiveness, therefore a higher profitability in each investment.
Why they are important for companies
The strategic advantage turns around the collection of a kind of information that barely appears on the surface. Such information offers deepness according to companies’ necessity, and it can be understood as a resource in terms of knowledge and basis for decisions.
For instance; when launching a new product, the sales and marketing strategies are set out to meet goals and deadlines. But, what happens if the advertising campaign is not as impactful as expected? Or the connection between the product itself and narrative is not perceived? Is, therefore, the expected product? Sales will have the last word.
Nevertheless, it is known that decisions are 20% rational and 80% emotional. By taking into account this premise, knowing what, how and when consumers want something and being able to offer that at the right time and place is, nowadays, possible thanks to the neurotechnologies.
What you gain
The progress in neuroscience and its integration into other areas such as marketing offer new ways to obtain information about consumers. Their behaviour or reactions have always been noticed, but only now with the arrival of the neurotechnologies have been tangible. In addition, these tools allow companies to know their customers, effectively.