Consumer neuroscience aims to use a neuroscientific approach to capture cognitive and emotional responses to the stimuli (e.g., advertising poster) exposed. The authors of the analytical report identified two types of neuromarketing research: primary and secondary neuromarketing. Primary neuromarketing involves the collection and processing of the data obtained during the study which aims to solve a specific marketing-related problem and includes the recording of neuronal activity or biometric indicators and motor responses (for instance, the registration of gaze movement). Secondary neuromarketing consists of the processes of using and interpreting previously recorded data on the consumers’ neurophysiological reactions and applying machine learning technologies and artificial intelligence to predict consumer perceptions.
The report highlights the specifics of the neuromarketing research market, such as dynamics, market structure, main technologies and categories of services. Based on analysis of the practice of using neuromarketing tools, the categories of services offered by research companies were identified depending on marketing-related purposes.
The main categories of services provided by neuromarketing companies can be divided into the following segments:
• Improving the effectiveness of advertising campaigns. Companies test video commercials and posters to estimate consumer perception.
• Analysis of brand attributes: logo, brand perception, brand position in the competitive environment, brand assets.
• Advising on product adjustments: price, point-of-sales material, packaging, online (webpage/In-App) presentation, merchandising.
• Improving communication with consumers: analysis of brand claims, slogans, product names, customer reviews and complaints.
• User experience and user interface (UX/UI) research. Consulting on changing the interface, navigation on the site.
• Advising on the new product development and launch to the market.
Concerning the drivers of market development, it is necessary to highlight the point that modern neurotechnologies are expected to have a positive influence on the effectiveness of the studies. They help to minimize the risks of creating data distortions due to the unnatural experimental settings which were typical for earlier techniques of neuro-marketing studies. Also, customers are becoming more demanding and their experience should meet their expectations. This reinforces the need for companies to study consumer behavior and preferences in more detail.