New tools and techniques for understanding non-conscious consumer decisions
Abstract
Market researchers increasingly understand the importance of non-conscious processes in consumer decision making. A number of concepts and models are being adopted from cognitive neuroscience, such as conceptual and motivational priming and processing fluency. In tandem with these new models, researchers are turning to techniques that measure non-conscious processes either through direct brain measures (eg EEG, SST and fMRI), moment-by-moment eye-movement patterns (eye-tracking), facial expressions of emotion (FAC), or the non-conscious emotional and meaning associations that a brand or ad triggers (implicit-response measures). This paper briefly describes the theoretical background to how these ideas are being applied, as well as each main technique, with its potential uses, strengths and weaknesses.
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Author's Biography
Darren Bridger was a co-founder of NeuroCo and The MindLab, two of the early companies in the field of neuromarketing, having worked in the industry for the past 16 years. With the industry still in its birth stages, Darren developed new techniques from scratch, combining different tools eg neuro, bio, eye-tracking and psychological measures to provide a range of tailored solutions for areas such as advertising research to product development and public relations. With the sale of NeuroCo to Silicon Valley start-up NeuroFocus in 2009, Darren joined them as lab director for Europe. Here he conducted an intense and varied programme of neuromarketing studies around Europe, Asia, Russia and the Middle East, spanning all kinds of innovation work on mobile phones, tablets, televisions and household appliances as well as studies of advertising and packaging. Taking a ‘hands-on’ approach, Darren has been involved at every stage of the business including client demonstrations, study design, project management, study execution and analysis, insight generation and presentation of results. Darren has degrees in psychology and psychological research methods, and is the author of ‘Decoding the Irrational Consumer’ (Kogan Page, 2015).
Thom Noble has a background in global marketing, and has held directorships and VP roles in a wide range of sectors including healthcare, FMCG, drinks, media, entertainment, leisure, technology and marketing services. Thom forged his international career with progressive blue chip companies including GSK, Foster’s Brewing Group, Diageo and Walt Disney. In recent years, he has worked in management consultancy, introducing innovative techniques to improve the marketing ROI in a number of the world’s leading multinational corporations including Unilever and Tesco. Thom is credited with co-founding NeuroCo, the world’s first neuromarketing agency of its kind, and conceived an integrated methodology combining brain-scan neurometric, biometric, eye-tracking and qualitative research to brands, NPD and marketing communications. Having sold NeuroCo in 2009 to Silicon Valley start-up NeuroFocus, Thom joined forces as their MD in Europe to launch the business across the continent. NeuroFocus Inc. was then fully acquired by Nielsen in May 2011. In Autumn 2012, Thom founded NeuroStrata as an independent advisory and consultancy business specialising in neurometric, bio-sensory and implicit techniques. The aim of NeuroStrata is to aid clients in navigating this new area and in generating, then commercially applying, neurological and emotionally derived insights to improve brand, service and experiential performance.
Citation
Bridger, Darren and Noble, Thom (2015, July 29). New tools and techniques for understanding non-conscious consumer decisions. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 1, Issue 3. https://doi.org/10.69554/MCEU2175.
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