Consumer behavior and neuromarketing: methods for obtaining information
Posted: Mon Jan 27, 2025 8:22 am
Neuromarketing uses various techniques and forms of research to obtain results. In some cases, they are tools that come directly from neuroscience, and in other cases, they are methods that are also popular despite not having a scientific consensus around them.
Neuroscience tools
Functional magnetic resonance imaging (fMRI) provides information about physiological functions by measuring brain activity through the detection of changes in oxygenation and blood flow that occur in response to neuronal activity.
Electroencephalogram (EEG). In this case, the brain's activity is responsible for providing electrical signals and the EEG, through electrodes placed on the scalp, records the brain's electrical activity.
Magnetoencephalography (MEG). This third tool has the function of measuring the brain areas that present activation, this time magnetic. It offers a signal quality superior to EEG, but it is expensive.
Positron emission tomography (PET). This is the least used technique because it is invasive and requires the use of a scanner to perform it. Its objective is to measure changes in brain metabolism, as well as blood flow, volume and oxygenation.
Other techniques in neuromarketing studies
Eye tracking. We have exemplified this in the case of Roger Dooley explained above. It consists of a methodology that, through high-speed cameras, measures factors such as the movement of the eyeball, the dilation of the pupils and blinking when the subject is exposed to a stimulus, whether it be videos or static images.
Galvanic skin response (GSR). This second technique mexico phone number data measures the galvanic resistance of the skin, which changes according to our emotions through the sweat glands. This methodology also provides information on when an emotion is occurring, without determining whether this sensation is negative or positive.
Electromyography (EMG). This method uses intradermal microneedles to measure muscle activity, especially facial muscle activity, which is linked to reactions and emotional states in response to a stimulus. Electromyography is also capable of detecting small, rapid movements that are almost imperceptible to the naked eye and could be equivalent to the action of smiling.
Heart rate. The fourth and final method is the best known, and consists of measuring the speed of the heart rate as an indicator of physiological reactions, since an acceleration or deceleration is associated with an increase or a defensive attitude of our attention.
I hope this article has helped you understand how important it is to use the techniques at our disposal to better understand consumer behavior. Only in this way, in an environment full of stimuli, will we be able to capture their attention and have a competitive advantage over the rest.
Neuroscience tools
Functional magnetic resonance imaging (fMRI) provides information about physiological functions by measuring brain activity through the detection of changes in oxygenation and blood flow that occur in response to neuronal activity.
Electroencephalogram (EEG). In this case, the brain's activity is responsible for providing electrical signals and the EEG, through electrodes placed on the scalp, records the brain's electrical activity.
Magnetoencephalography (MEG). This third tool has the function of measuring the brain areas that present activation, this time magnetic. It offers a signal quality superior to EEG, but it is expensive.
Positron emission tomography (PET). This is the least used technique because it is invasive and requires the use of a scanner to perform it. Its objective is to measure changes in brain metabolism, as well as blood flow, volume and oxygenation.
Other techniques in neuromarketing studies
Eye tracking. We have exemplified this in the case of Roger Dooley explained above. It consists of a methodology that, through high-speed cameras, measures factors such as the movement of the eyeball, the dilation of the pupils and blinking when the subject is exposed to a stimulus, whether it be videos or static images.
Galvanic skin response (GSR). This second technique mexico phone number data measures the galvanic resistance of the skin, which changes according to our emotions through the sweat glands. This methodology also provides information on when an emotion is occurring, without determining whether this sensation is negative or positive.
Electromyography (EMG). This method uses intradermal microneedles to measure muscle activity, especially facial muscle activity, which is linked to reactions and emotional states in response to a stimulus. Electromyography is also capable of detecting small, rapid movements that are almost imperceptible to the naked eye and could be equivalent to the action of smiling.
Heart rate. The fourth and final method is the best known, and consists of measuring the speed of the heart rate as an indicator of physiological reactions, since an acceleration or deceleration is associated with an increase or a defensive attitude of our attention.
I hope this article has helped you understand how important it is to use the techniques at our disposal to better understand consumer behavior. Only in this way, in an environment full of stimuli, will we be able to capture their attention and have a competitive advantage over the rest.