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Neuromarketing and new product innovation

June 21, 2015 0 Comments
Neuromarketing and new product innovation

Why do so many new products fail? Neuromarketing tells us there are two underlying problems: People are terrible at predicting what they’ll do in the future. People are attracted to the novelty of new products, but they’re a little bit uncomfortable with that novelty. Behavioral economics, one of the disciplines underlying neuromarketing, has addressed the […]

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Designing better products and packages with neuromarketing

June 8, 2015 1 Comment
Designing better products and packages with neuromarketing

Neuromarketing has been applied extensively in product and package design, in part because people find it very hard to articulate why they like or don’t like a design, and in part because people are very poor predictors of their future buying behavior. Here’s how neuromarketing can help marketers and product designers answer questions: How do […]

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Why leading brands are so hard to displace

May 29, 2015 0 Comments
Why leading brands are so hard to displace

Neuromarketing has been applied to the problem of understanding why upstart brands have such a hard time displacing leading brands in a mature category. From a neuromarketing perspective, one reason is because leading brands tend to have a much more diverse and highly connected brand memory network. Because the leading brand “comes to mind” more […]

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Building better brands with neuromarketing

May 15, 2015 0 Comments
Building better brands with neuromarketing

This is the first in a series of posts on the application of neuromarketing in seven marketing areas: branding, product innovation and development, advertising, retail shopping, online shopping, and entertainment. Neuromarketing and branding were made for each other. Both are fundamentally concerned with how ideas are established and linked in the human mind. When first […]

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The cognitive timeline, part 4b: Acting (consumer behavior doesn’t lie)

April 20, 2015 0 Comments
The cognitive timeline, part 4b: Acting (consumer behavior doesn’t lie)

Consumer behavior: The gold standard of market research data In contrast to verbal expressions, actual consumer behavior is the real deal of market research. This is data that all marketers ultimately care about — where consumers shop, how they shop, what they buy, how much they pay, how often they buy, what they tell their […]

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The cognitive timeline, part 4a: Speaking (the dangers of self-reporting)

April 10, 2015 0 Comments
The cognitive timeline, part 4a: Speaking (the dangers of self-reporting)

Two kinds of expressions are critical to marketing and market research: Verbal expression: Self-reporting of opinions, attitudes, preferences, and predictions of future behavior Consumer behavior: Shopping, buying, and using products and services Market researchers used to think that these two kinds of expressions were closely connected. The rational consumer model assumes that all our decisions […]

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The cognitive timeline, part 3: Deliberating and analyzing

April 1, 2015 0 Comments
The cognitive timeline, part 3: Deliberating and analyzing

Before the discovery of the nonconscious, people believed they had full access to their thoughts and feelings, or at least access enough to be able 
to express accurate observations about their internal mental states. In the process of deliberation, people simply query their own minds to determine what they’re thinking or feeling about something. Market […]

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The cognitive timeline, part 2: Determining meaning and value

March 22, 2015 0 Comments
The cognitive timeline, part 2: Determining meaning and value

When we bind impressions with meanings and value, we create concepts or conceptualizations of those impressions. This process of conceptualizing is so fast and automatic that we barely realize it’s happening. But it’s incredibly important to how we interpret and respond to the world. Early psychologists used to think of conceptualization as just another part […]

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The cognitive timeline, part 1: Forming impressions

March 12, 2015 0 Comments
The cognitive timeline, part 1: Forming impressions

“Common sense” tells the average non-scientist that our eyes and ears act like video recorders, creating an accurate recording of the world around us that we then access through memory when and where we need to. The feeling we all have in our conscious minds is that we pretty accurately perceive everything in the world […]

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From measures to metrics: A fresh look at automated facial coding

March 4, 2015 2 Comments
From measures to metrics: A fresh look at automated facial coding

Recently one of my favorite neuromarketing methodologies, automated facial coding (AFC), seems to have burst into the research mainstream. Within one week in January, Rana el Kaliouby, co-founder of Affectiva, was the recipient of a glowing profile in the New Yorker and Paul Ekman, undisputed guru of facial coding and scientific advisor to Emotient, received […]

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