Neuromarketing techniques
A neuromarketing project starts with finding out what is going on in the subconscious brain of your customers or prospects in the context of your product or market. Our subconscious intuitive brain determines the vast majority of the choices we make; what we buy, what we do, what we eat, where we do or do not go, and so on. Understanding the processes and factors involved in our subconscious brain requires specific research techniques. Traditional research methods, such as customer satisfaction or NPS measurements, almost exclusively address the conscious cognitive brain. As a neuromarketing research firm, Forum has techniques that allow us to tap directly into the subconscious intuitive brain.
Neuromarketing brain
Nobel Prize winner Daniel Kahneman has given us insight into how our neuromarketing brain works. Kahneman distinguishes between two systems that determine all the choices we make: intuition and cognition. Intuition is dominant in virtually all of our behavior. The challenge here is that intuition originates in our subconscious brain, which takes away our awareness of the factors involved. Kahneman lists the most important factors as our deep needs (also called drives), beliefs, memories, and the emotions caused by them. Tracing these factors requires research methods that tap into our subconscious brain.
Neuromarketing research methods
In tapping the intuitive brain, Forum uses neuromarketing methods that find their origins in psychology. We use images to access the subconscious intuitive brain. Many studies have been published on the use of images and associations in marketing research to access the subconscious brain. Well-known is the work of Gerald Zaltman, professor emeritus at Harvard Business School, who describes that images work for respondents as metaphors for expressing their emotions and memories.
Based on these insights, Forum Research has developed proprietary neuromarketing research methods in the form of quantitative implicit customer experience research and qualitative needs and drives research.
Whitepaper: The NPS era is over, what’s next?
The NPS metric has conquered the world since 2003. However, the NPS framework is starting to show its limitations. Companies no longer know how to take NPS results to the next level. There are no new insights anymore, or all insights have been acted upon long ago. Read our whitepaper 'Beyond NPS, what's next': Discover why the NPS question does not give us full insight into people's behavior. And how you can take the next step after the NPS era.
