CATCHING the hands of Neuro-marketing!!!!!!

Now coming to the most crucial part of this nouveau technology , how one is going to perform it in a laboratory?? There are many ways to measure physiological responses to stimuli being presented but the most important ones are:

      1. fMRI

  Functional magnetic resonance imaging (fMRI) measures blood flow to various parts of the brain during different tasks, exposure to stimuli, or experiences. But large, expensive equipment and the unnatural  or unusual experience of the test limit fMRI to small sample sizes and make it non-scalable.

      2. EEG

 Electroencephalography (EEG) uses sensors or electrodes on the scalp to measure electrical Impulses emitted by the brain. It is simpler than brain scanning and good at measuring changes over short time periods. 

     3. Eye Tracking

 Eye tracking records what a participant is looking at, in what order, and for how long. It is portable, non-invasive, and relatively easy to use and scale. Some agencies can offer eye tracking with in-home webcams, and kits can be carried to any location.

image courtsey : google images

These techniques provide an insight to a consumer brain and help us know the effectiveness of advertisements on our sub conscious mind, how a consumer reacts to packaging of some products or the way an advertisement is portrayed.

Lets look at this amazing video to get more idea of how these instruments are actually used. Using these techniques we can know how effective our adverts or movie trailers are. There’s a movie fan who loves music and dance but she is least interested in one of the actors present in the trailer. Notice the orange dots which represent the eye movements while watching a movie and the red part represents brain activity. Also note the peaks in her frustration when the same actor sings.  http://www.youtube.com/watch?v=RaLCLVSBlfc