Our model
Where marketing meets science
Where marketing meets science
Neuromarketing represents a new generation of methodologies to understand the consumer.
Nowadays, to achieve success, companies need to know their consumers perfectly to offer products, services, and experiences that better satisfy their needs. Thanks to market research, companies have been able to get closer to people, knowing their emotions and tastes more closely through surveys, focus groups, interviews, and others, being this, a way to understand a process that occurs in the brain of consumers.
HOWEVER…
People do not usually say EVERYTHING they think or feel.
While traditional research can measure the 15% of our actions and thoughts that are conscious, neuromarketing allows us to measure the remaining 85%, which is of utmost importance, as it is the one that leads us to action.
TRADITIONAL INVESTIGATION MEASURES
WHAT PEOPLE SAY
POLLS, FOCUS GROUPS Y INTERVIEWS
IS DIFFERENT FROM
WHAT THEY REALLY THINK AND FEEL
NEUROMARKETING
KNOWING BOTH IT’S POSSIBLE TO PREDICT
WHAT PEOPLE WILL DO
MAIN FOCUS
NEUROMARKETING GIVES US A MORE SPECIFIC VIEW OF CONSUMER DECISION MAKING:
Neuromarketing is a new discipline that results from the union of 2 disciplines:
In this way, we can define neuromarketing as the discipline that uses technologies and neuroscience knowledge to understand consumer behavior in the marketing mix.
At Neuromarketing (Brand) we have developed our methodologies based on Dr. Romano’s decision-making model, creating our algorithms and analysis systems post collection of neurological and physiological information captured with medical-grade equipment.
We use ambulatory measurement equipment, which allows us to simultaneously measure Electroencephalography, Electrocardiogram, and peripherical physiological responses, obtaining a reliable and accurate result, with the convenience that is portability offers.
There are several measurement techniques in this discipline, which we use to study the different steps of Romano’s Neuropyramid ©.
Romano’s Neuropyramid©
The model that explains the decision-making process
Find out if you are top of mind, as well as the likelihood that your competitors’ consumers will choose you over their preferred brand.
Find out what people think through the traditional methodology.
Now you can measure the Call to Action factor of advertising materials.
We evaluate the brain congruence between different stimuli to discover whether one stimulus is related or not to another at a perceptual level.
We measure the emotional activation of advertising spots, flavors, packaging, experiences, and others.
We evaluate the overall liking index of aromas, flavors, and textures.
We perform eye-tracking, Heat and Cold points, evaluation of packaging and advertising material.
Thanks to our analysis we can contrast what people “say” with what they “think” and know how likely it is that their thoughts will materialize in a purchase action, obtaining …
ACCURATE
RELIABLE
ACTIONABLE
PURCHASE ACTION:
VERBAL BEHAVIOUR:
ACTION REGULATOR
COGNITIVE
EMOTIONAL
SENSORY
ATTENTION: