You don't need to be a neuromarketing or market research professional to know that we don't always say what we think, nor do we always do what we say . But the truth is that by applying these techniques you can obtain a fairly accurate result of how consumer behavior works.
neuromarketing
neuromarketing
Those of us who have been working in the field of market research for some time know that understanding consumer behavior is more complicated than it seems. Between 85 and 90% of human decisions are emotional and are made unconsciously, and consumers are often not sincere and do not want to reveal the truth. In short, consumers are characterized by being complex and by their ill-considered decisions based on internal emotions, impulsive, thoughtless and sometimes even incoherent.
However, the good news is that after years of work we can rely on analysis techniques - such as neuromarketing or qualitative market research techniques - that allow us to know what consumer behaviour will be like and how bosnia and herzegovina telegram data they will react in a purchasing process to a certain product, packaging and message. What is bought is what has awakened in the consumer the little elf of desire, that little voice that whispers in your ear "I want it", "it's just what I need", "that's the answer".
The essence of analysis lies in communication, although the object of consumption is the product or service itself , it is not really what is purchased .
By now, many of you already know that appealing to emotions is a widely used advertising and communication resource. In addition, more and more importance is being given to experiential marketing, turning the offer of a traditional product or service into something special and almost unique for which the consumer is willing to pay. Well, at this point we are aware of the unconsciousness that characterizes our purchasing behavior, and for this reason, qualitative techniques are used whose objective is to detect, extract and understand the functioning of these emotions, these stimuli and reactions that represent an irresistible attraction or a complete brake on a certain purchasing process.
Here is the crux of the matter. Traditionally , focus groups or group dynamics have been used in market research . This technique allows us to learn about subjective aspects related to consumer perceptions, values and motivations. To do this, between 8 and 10 people likely to consume the product or service being studied are brought together. It is essential to adequately define the profiles that are going to participate, since one of the peculiarities of the focus group is to combine people with homogeneous and heterogeneous characteristics at the same time. In this way, people are brought together who share certain minimum characteristics (associated with the target audience profile) and who differ in other aspects such as sociocultural, demographic, habits or frequency of use of related products or services, etc. Obviously, these characteristics will vary on each occasion depending on the criteria of the professional who conducts the research.