I see that the neuromarketing firm Buyology Inc has released their Neurotype approach, applying it to determine the ranking of the most desired brands for men and women in the US. For full disclosure, I have done consulting work for Buyology Inc in the past. They are positioning this as a first annual analysis, so like the Sands superbowl ad study, are positioning this as a yearly splash event. The classification is described broadly:
" ... Neurotypes™ (non-conscious relationships) quantitatively determine which of sixteen relationships a brand or business currently has for a given target audience and the relative strength of the relationship, or signal strength, relative to competitors and other, beacon brands who, although they may be outside the category, have successfully established similar relationships ... ".
I agree that a number of rankings presented are non intuitive, to put it lightly. Yet the approach, based on methods like electroencephalography and eye tracking, can be thought of as a way to understand the relationship between people and brands in an entirely new way, based on non conscious interactions. Many companies are today examining these ideas seriously.
I also like the idea of constructing a classification that can be tracked over time to determine changes in brands and how to consequently adapt marketing messages. I do wish it could be standardized more broadly, so that many companies could use the method and add to the data gathering.
Another good overview of this is in Neuroscience Marketing. Also a related article in Forbes on the rankings. I plan to follow with more comments here.
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