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7 powerful neuromarketing techniques to leverage

By Academy Xi

September 25, 2024

Imagine if you could see exactly what lights up in your customers’ minds when they see your product. Neuromarketing techniques can do just that. They help you get past what people say they want and understand what truly drives their decisions.

You can get in on this action too. But with so many different techniques, it can be confusing to know where to start. What works? What is a waste of time? This article is your cheat sheet. We will walk you through the 7 most powerful neuromarketing techniques you can apply in your marketing efforts.

What Is Neuromarketing: The Essentials Explained

Neuromarketing combines neuroscience and marketing to study how consumers’ brains respond to marketing stimuli. It uses several neuroimaging techniques to measure brain activity and understand how different aspects of marketing affect consumer decision-making and behaviour.

Also known as consumer neuroscience, its goal is to get deeper insights into the subconscious processes behind consumer preferences and purchasing decisions. With 95% of purchase decisions made subconsciously, you should understand what truly makes people choose one product over another.

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7 Neuromarketing Techniques For Unbeatable Brand Domination

Pay attention to the science behind these 7 techniques and use the examples to brainstorm how they can work for you. Don’t forget to further explore the neuromarketing tools that we have listed.

1. Eye Tracking

Eye tracking is used to understand how consumers visually engage with marketing materials. It goes beyond what people say they notice and looks into the subconscious of where their attention truly goes. Here’s how it works:

The Equipment

Eye-tracking studies use specialised equipment. You will sit in front of a computer screen with a device mounted beneath or integrated into the display. This device tracks the precise movements of your eyes. In other cases, you might wear a headset with similar eye-tracking technology.

The Process

You will be given a marketing stimulus, like an advertisement, website, or product packaging. As you view it naturally, the eye tracker silently records every flick of your gaze.

The Analysis

The software converts your eye movements into data points. This includes:

Fixations: These are points where your gaze pauses for a specific duration. It indicates areas of interest.
Saccades: These are the rapid jumps your eyes make between fixations. It reveals how you scan the information.
Scanpath: This is the overall sequence of fixations and saccades. It forms a visual map of your attention journey.

The Tools

What Eye Tracking Reveals

This eye movement data provides valuable insights into consumer behaviour:

Eye tracking identifies which design elements capture attention first and for the longest. This helps determine if your call to action, product image, or key message is standing out.
The sequence of fixations shows how consumers view a website or advertisement. This helps optimise the layout for a more intuitive user experience.
Pupil dilation can indicate emotional engagement. Dilation suggests heightened interest and potentially positive emotions like excitement or curiosity.

Example: Implementing Eye Tracking For Transparent Labs

Transparent Labs, a company selling sports nutrition supplements through its online store, is an excellent case for using eye-tracking technology. Their products are health-focused and need clear and compelling information to build trust and drive purchases. Transparent Lab’s success relies heavily on conveying complex product information.

For other businesses like a clothing store, eye tracking might not be as beneficial. Customers don’t need detailed information to make a purchasing decision and an attractive image might be enough to grab attention. But Transparent Labs’ customers need to be assured of the product’s benefits and safety.

Eye tracking can help them understand how customers interact with their website and ensure this important information is presented effectively. So here’s how Transparent Labs can benefit from eye tracking:

Identify if important details like dosages or certifications are getting missed.
Use eye tracking to know which product elements grab attention first – images, headlines, CTAs.
See which areas of the page hold attention the longest. Are customers focusing on the product description, the benefits section, or the ingredient list? With attention spans now down to just 8 seconds, this helps customise the layout for maximum attention.
Track how customers navigate the website. Do they easily find the information they need or are they getting lost? This helps refine the user experience for a smoother journey.

If someone lingers on the protein powder section and then glances at pre-workout supplements, recommend a bundle combining those products.

2. Facial Coding

Facial coding looks at nonverbal communication to understand how consumers truly feel about your marketing strategies. It analyses facial expressions to get insights into emotional responses that people might not consciously report.

Here’s a breakdown of how it works:

The Science

Facial coding relies on the Facial Action Coding System (FACS). This system categorises facial movements into basic building blocks called Action Units (AUs). Trained professionals or software can identify these AUs and interpret them as emotional expressions.

The Process

You will be exposed to marketing materials like advertisements, packaging, or website mockups. While you interact with these stimuli, a high-resolution camera captures your facial expressions.

The Analysis

The recorded video is then analysed frame-by-frame. It can be done in 2 ways:

Manual coding is where a trained professional analyses facial movements.
Automated coding uses software that detects and interprets facial expressions based on a coding system.

It then identifies AUs and converts them into emotional responses like:

Fear
Anger
Disgust
Surprise
Sadness
Happiness

The Tools

What Facial Coding Reveals

Here’s what researchers can reveal from the presence and intensity of AUs:

Facial coding reveals your true feelings about marketing materials. It can identify if an ad is triggering positive emotions like excitement or negative emotions like boredom.
The intensity of certain AUs can indicate how engaged you are with the marketing message. Raised eyebrows or furrowed brows suggest more focus or confusion.
Facial expressions can reveal subconscious emotional responses that you are not even aware of. You get to understand how marketing materials really impact consumer behaviour.

Example: Implementing Facial Coding For Going

Going is a prime case for facial coding because it deals with travel experiences. These experiences produce strong emotions – excitement about a dream vacation, frustration with confusing booking options, or relief at finding a great deal.

While facial coding can be applied to many industries, buying groceries or office supplies might not trigger such strong emotional responses, making facial coding less impactful. Here’s how Going can use facial coding to its advantage.

See if layouts and features are causing confusion or frustration. A furrowed brow indicates difficulty finding flights while a smile could show user satisfaction with a clear pricing structure.
Understand which aspects of a listing truly excite potential travellers. Does a beachfront view spark joy or are luxurious amenities the key? This can help Going customise listings to highlight the most emotionally impactful features.
Facial coding can be used alongside browsing history. If someone frowns at all-inclusive resorts but smiles at adventure tours, Going can recommend destinations with activities they will likely enjoy.
Analyse if users are happy with the search options.

3. Electroencephalography (EEG)

Electroencephalography (EEG) peers directly into brain activity to understand how consumers respond to marketing stimuli. It goes beyond conscious thought and captures real-time reactions on a neurological level.

EEG measures electrical activity in your brain to reveal insights into attention, engagement, and emotional response that traditional methods might miss. Here’s a closer look:

The Equipment

You will wear a comfortable cap equipped with electrodes. These electrodes painlessly detect the tiny electrical signals your brain activity produces.

The Process

While wearing the EEG cap, you will be given marketing materials like advertisements, videos, or product packaging. The EEG continuously records your brain activity throughout the exposure.

The Analysis

After the recording, researchers analyse the brainwave data. Different brainwave frequencies are associated with specific mental states. For example, alpha waves indicate relaxation while beta waves suggest focus and attention.

The Tools

What Electroencephalography Reveals

EEG data helps researchers understand human behaviour:

Certain brain imaging patterns show how focused you are on the marketing message. Increased activity in specific areas suggests more attention and engagement.
Different brainwave patterns are linked to emotions like excitement (increased frontal lobe activity) or boredom (decreased overall activity). This way, researchers can understand your marketing materials’ emotional impact.
Brainwave activity can indicate whether information is processed for short-term or long-term memory. This helps understand how memorable your marketing message is.

Example: Implementing Electroencephalography For DialMyCalls

DialMyCalls’ church texting app deals with religious niche which makes it a perfect candidate for EEG. This can be a very personal and emotional topic for users. EEG can help understand how users respond to the app’s messaging features and design on a deeper level.

EEG has many applications but it is particularly powerful for products like DialMyCalls that are designed for non-profit organisations like churches. Unlike traditional marketing where sales are the goal, the focus here is on engagement and inspiration. And really, there is no better way to analyse this than with EEG.

Let’s see how DialMyCalls can benefit from Electroencephalography:

See if readings or inspirational quotes spark increased focus. EEG can help identify content that truly uplifts users.
Understanding brain activity during donation requests can help create more persuasive messages that resonate with members’ generosity.
Analyse brainwaves to see if upcoming church events generate excitement. This helps tailor messages to pique interest and boost attendance.
EEG can gauge the emotional response to the app’s design. Brainwave patterns can reveal that calm and serene visuals create a peaceful state while overly busy layouts could cause cognitive overload.

4. Functional Magnetic Resonance Imaging (fMRI)

Functional magnetic resonance imaging (fMRI) is a complex neuromarketing tool that tracks changes in blood flow to indirectly measure brain activity. It gives the most detailed picture of brain activity in response to marketing stimuli, but it is also the most expensive and time-consuming technique.

Here’s how it works:

The Equipment

fMRI machines are large scanners that use strong magnetic fields and radio waves. The subject will lie comfortably inside a large, cylindrical scanner while the machine records brain activity. This is a safe procedure but it can be slightly claustrophobic for some people.

The Process

Before entering the scanner, you will be shown marketing materials. Once inside, you will see these stimuli again while the fMRI machine continuously measures blood flow in different areas of your brain.

The Analysis

When a specific brain region becomes active, it requires more oxygen. This increased oxygen demand causes a rise in blood flow to that area. fMRI detects these subtle changes in blood flow and creates a detailed map of brain activity.

The Tools

What Functional Magnetic Resonance Imaging Reveals

fMRI data provides a detailed picture of brain activity triggered by marketing stimuli:

Increased activity in specific brain regions indicates where your attention is focused and how your brain is processing the information.
Different brain areas are linked to specific emotions. Researchers analyse activation patterns to understand the emotional response your marketing materials evoke, like happiness, sadness, or surprise.
fMRI can even reveal activity in brain regions associated with decision-making. This helps assess how marketing materials influence consumer choices.

Example: Implementing Functional Magnetic Resonance Imaging For Drunk Elephant

Drunk Elephant, a skincare company, is a perfect example for fMRI because their brand identity focuses on clean, biocompatible ingredients. Unlike say, a car manufacturer, where brand loyalty is more established, Drunk Elephant can use fMRI to understand how their specific formulations trigger emotional responses in potential customers.

Here’s how Drank Elephant can use fMRI:

Test different packaging designs and see which ones activate brain regions associated with positive emotions like trust or excitement.
See how consumers’ brains react to unfamiliar, biocompatible ingredients compared to more common ones.
Understand how users respond to the wording in product descriptions. Scientific terms related to biocompatibility connect more than generic beauty claims.

5. Biometrics

Biometrics uses physiological responses to understand how consumers react on a subconscious level to marketing stimuli. It measures involuntary physical changes in your body that can reveal emotional engagement and attention.

Here’s a closer look at how it works:

The Measurements

Biometrics can track different signals:

Heart Rate: Increases in heart rate can indicate excitement, arousal, or even stress.
Skin Conductance Response (SCR): This measures changes in sweat gland activity and is linked to emotional response and attention.
Respiration Rate: Breathing patterns can change based on emotional state. Faster breathing means excitement or anxiety.

The Process

While you interact with the stimuli, sensors will monitor your physiological signals. These sensors can be embedded in chairs, wristbands, or even headsets.

The Analysis

After the recording, the software analyses the physiological data alongside the marketing stimuli. Researchers look for correlations between signal changes and specific parts of the marketing material.

The Tools

What Biometrics Reveals

Biometric data reveals hidden aspects of your response to marketing:

Biometrics can’t pinpoint specific emotions like happiness or sadness but you can get a sense of general emotional response to the marketing materials. A sudden heart rate increase or skin conductance suggests a strong emotional response.
Changes in physiological signals can show how engaged you are with the marketing materials. Increased heart rate or respiration indicates heightened attention while steady signals suggest boredom or disinterest.
Biometrics can sometimes tap into subconscious reactions you might not articulate. This can help identify elements that connect on a deeper level and influence preferences.

While biometrics offers a fascinating window into the subconscious mind of consumers, you need expertise and the right tools to make the most of this data. Academy Xi offers a range of focused training solutions that can make this easy for you and your team.

Our training workshops, like customer journey mapping and data visualisation, are specifically designed to help your team master different marketing techniques. These modules will take them beyond raw numbers and understand the emotional undercurrents driving consumer behaviour.

Example: Implementing Biometrics For Genius

Genius is a headhunter agency that connects businesses with skilled talent and virtual assistants overseas. It is a prime example of a company that can benefit greatly from biometrics because it deals with a global market and people from different cultures process information and make decisions in unique ways.

They should handle these cultural complexities and personality fit and biometrics is the best way to go about it. Unlike selling a product, where someone might click an ad and then forget about it, hiring is a big decision with a lasting impact. Let’s see how Genius can use biometrics to streamline its processes.

See which sections of a candidate profile a user focuses on – skills, experience, certifications. This subconscious focus can indicate what is most important to participants and Genius can then highlight those sections for potential employers.
Use voice analysis tools during an online skills assessment to analyse voice tone and energy levels. This could reveal a candidate’s confidence and communication style, helping employers identify a good cultural fit.
Use facial recognition software to track participant reactions to candidate videos. This data can be used to recommend VAs or skilled workers who match best with each employer.

Unlike other neuromarketing techniques that directly measure brain activity or physiology, the Implicit Association Test (IAT) focuses on unconscious biases. It analyses how quickly you associate certain concepts with positive or negative attributes.

Let’s see how it works:

The Test

You will be given a series of words or images on a computer screen. These stimuli are grouped into categories, like “positive words” and “athletic people” or “negative words” and “elderly people.”

The Task

You will have to press a specific key depending on the category the word or image belongs to. For example, press “E” for positive words and “I” for athletic people.

The twist comes when these categories are combined. Sometimes you have to press “E” for both positive words and elderly people, and other times you will press “I” for both athletic people and negative words.

The Measurement

The IAT measures your reaction time. The assumption is that it is easier and faster to sort categories that you subconsciously associate with each other.

The Tools

What Implicit Association Testing Reveals

Your reaction times across different category pairings tell about your implicit biases:

The IAT taps into unconscious connections between concepts. If you are consistently faster at pairing positive words with athletic people compared to elderly people, it shows an implicit bias towards youthfulness being associated with positivity.
The IAT can uncover subtle biases you might not even be aware of. These biases can influence your perception of marketing materials or products without you realising it.
Implicit biases impact purchasing decisions. Understanding these biases can help marketers tailor messaging or product features to resonate better with your subconscious preferences.

Example: Implementing Implicit Association Testing For Tailored Athlete

Tailored Athlete is a menswear company specialising in clothing designed for athletic physiques. It is ideal for IAT because they cater to a specific body type. For many men with a muscular physique, clothing choices are about self-image and projecting confidence.

IAT can help the business understand how consumers subconsciously associate certain words or images with athleticism. While IAT can be applied to many industries, it is particularly powerful for athletic fit menswear because the product directly impacts self-perception.

For businesses selling everyday items, subconscious biases are less relevant to the product itself, making IAT less impactful. This makes it more suited for Tailored Athlete to tap into the subconscious desires of its customers.

Here’s how they can apply IAT:

Use IAT to find the words consumers unconsciously connect with feeling confident and strong in athletic wear. Words like “powerful,” “defined,” or “performance” connect more than generic terms like “comfortable” or “soft.”
Customise product features to subconscious preferences. Testing different short lengths or seam placements with IAT could reveal which designs are unconsciously linked with feeling strong and mobile.
More than 90% of a customer’s opinion about a product is based just on its colour. IAT helps reveal what colours people subconsciously associate with feeling confident and successful.

7. Galvanic Skin Response (GSR)

Galvanic Skin Response (GSR) measures tiny electrical changes in your skin. These changes are linked to sweat gland activity, which provides clues about your emotional arousal in response to marketing stimuli.

Here’s a closer look:

The Science

When you experience emotions, your sympathetic nervous system activates. This activation can trigger sweat production, even if it is not noticeable. GSR measures these subtle changes in sweat by using electrodes placed on your fingertips or palm.

The Process

When you interact with stimuli, sensors will be attached to your fingertips or palms. These sensors painlessly measure the electrical conductance of your skin.

The Analysis

After the recording, the software analyses the GSR data alongside the marketing stimuli. Researchers look for fluctuations in skin conductance that correspond to specific parts of the marketing material.

The Tools

What Galvanic Skin Response Reveals

Changes in skin conductance give clues about your emotional arousal:

Increased skin conductance can indicate heightened attention and engagement with the marketing message. A gripping ad or website layout can trigger a rise in GSR, suggesting you are interested and paying close attention.
GSR can reveal the overall response. A rise in skin conductance means positive emotions like excitement or curiosity, while a decrease could signal boredom or disinterest.
GSR can be used to assess how product design elements like textures or materials affect emotional response.

Example: Implementing Galvanic Skin Response For Supergiant Games

Supergiant Games‘ games are known for gripping narratives and intense gameplay moments. GSR can help them see how players react to these moments on a physiological level and ensure they deliver the right emotional experience.

See if gameplay is too frustrating or too easy. This data can help fine-tune difficulty for maximum engagement.
Measure emotional impact throughout the story. A dramatic plot twist can cause a surge in GSR, while a lull in the story could show a drop.
Analyse how players react to boss battles. This data can help create more thrilling and engaging boss encounters.

Conclusion

Neuromarketing techniques aren’t trickery or manipulation. They use natural decision-making processes to make your marketing more effective and meaningful. The best part is you don’t need to overhaul your current strategies. Make small, strategic adjustments and you will start to see a difference.

Understanding the “why” behind customer behaviour is powerful but turning that knowledge into actionable marketing strategies takes special skills. At Academy Xi, we offer customised training programs that will give your entire marketing team a deep understanding of consumer behaviour.

Schedule a free call or check out our training solutions to find the perfect fit for your business.

Credit: This article was written by Burkhard Berger, Founder of Novum™, on behalf of Academy Xi.

Academy Xi Blog

7 powerful neuromarketing techniques to leverage

By Academy Xi

What Is Neuromarketing: The Essentials Explained

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Return to homepage

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Related posts

7 Neuromarketing Techniques For Unbeatable Brand Domination

1. Eye Tracking

The Equipment

The Process

The Analysis

The Tools

What Eye Tracking Reveals

Example: Implementing Eye Tracking For Transparent Labs

2. Facial Coding

The Science

The Process

The Analysis

The Tools

What Facial Coding Reveals

Example: Implementing Facial Coding For Going

3. Electroencephalography (EEG)

The Equipment

The Process

The Analysis

The Tools

What Electroencephalography Reveals

Example: Implementing Electroencephalography For DialMyCalls

4. Functional Magnetic Resonance Imaging (fMRI)

The Equipment

The Process

The Analysis

The Tools

What Functional Magnetic Resonance Imaging Reveals

Example: Implementing Functional Magnetic Resonance Imaging For Drunk Elephant

5. Biometrics

The Measurements

The Process

The Analysis

The Tools

What Biometrics Reveals

Example: Implementing Biometrics For Genius

The Test

The Task

The Measurement

The Tools

What Implicit Association Testing Reveals

Example: Implementing Implicit Association Testing For Tailored Athlete

7. Galvanic Skin Response (GSR)

The Science

The Process

The Analysis

The Tools

What Galvanic Skin Response Reveals

Example: Implementing Galvanic Skin Response For Supergiant Games

Conclusion

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