Neuromarketing News

Over the last decades, IKEA has successfully developed the same retail concept worldwide: big blue stores located in rather inexpensive sites away from the city center. But five social trends disrupted that traditional location.

Neuroscience has identified the core drivers of consumer behavior. The challenge for marketing is to make these insights actionable in day to day marketing. Using an FMCG case study, this paper introduces a systematic approach that leverages neuroscience insights to uncover the why of brand choice, helping to evaluate communication at touchpoints and maximize marketing effectiveness in driving fit to brand and sales.

The main drivers and effects of digital and TV were blurred in the minds of brands. In order to shed a light on marketers’ questions, ThinkNeuro designed a research study. The main purpose was to understand when to use which communication media, the reasons for that choice and the potential different perceptions and unconscious reactions towards different screens. The research aimed to find common unconscious patterns behind the ads hitting YouTube Ads Leaderboard

If you ask several Corporate Marketing Officers to define purpose-driven marketing precisely, you will probably get a different answer from each of them. The term is widely used, but the meaning is not always the same. What is ‘purpose’ in a business context?

Smartphones and the internet are fundamentally disrupting many industries like art museums, resulting in declining attendance and membership. To take visitor experience to the next level, they are relying on neuroscience.

More than ever, consumers are looking to purchase from brands that align with their own values, in both message and deed. 64% of consumers around the world are “belief-driven” buyers, suggesting that consumers are willing to pay for brands committed to social change or who take a stand on important issues. This article gives shows how two brands have navigated the challenges that come with taking a stand as a brand, using neuroscience insights.

Neuroscience has opened up a new world of opportunity when it comes to analyzing marketing effectiveness, particularly when it comes to the context in which content is consumed.

People are not always consciously aware of their goal, and need to rely on nonconscious processes to help them make the right choice consistently. This study shows how to nudge people in the right direction.

How to become the preffered brand of choice? For any marketer, one - if not the - key success indicator in marketing is to build customer-based brand equity. 

The purpose of this study was to unravel the neural mechanisms of WTP calculation, and the idea that frontal asymmetry could be related to such choices.

the goal of this study was to replicate prior persuasion neuroscience research in a new neuroimaging technology, called functional near infrared spectroscopy (fNIRS).