94% of progressive market researchers believe that consumer neuroscience will either complement (64%) or replace (30%) traditional market research techniques (Source: GRIT Report 2018).
So why is there still significant reluctance from many brands to experiment or investigate the area more deeply?Being customer-centric isn’t just a nice-to-have attitude, it’s become an essential part of marketing.
Combining neuromarketing (implicit) insights with explicit data from traditional market research gives a fuller, holistic view of the consumer.Neuromarketing, behavioral science and cognitive psychology (persuasion sciences as I call them) help you understand the WHY of consumer behaviour.Why do they buy your product, or not?
Why did that campaign succeed or fail?
Why is that app or website delivering or not?
And so on.However the pain or reluctance felt by those exclusively or overly reliant on traditional market research methodologies is both real and understandable.