Neuromarketing techniques: The modern method of researching consumer behaviour

Abstract

Neuromarketing studies reveal significant new information about human preferences by measuring brain activity. The use of neuromarketing enables marketers to discover the desires and needs of consumers and therefore define their goals. This method can reveal unconscious thoughts, feelings and desires of consumers to manage their everyday purchasing decisions. The field of neuromarketing uses advances in technology and goes beyond the traditional methods of qualitative and quantitative research. Focusing on the brain's response to consumer marketing stimuli, it helps us clarify what consumers think in a situation where they are faced with a product. With the increasing application of new technologies, a large number of companies are involved in the implementation of neuromarketing studies in order to improve their sales. With this in mind, this paper will discuss neuromarketing techniques, when they are applied, which tools they are measured with, as well as the advantages and limitations when applying them.

Neuromarketinška istraživanja otkrivaju značajne nove informacije o ljudskim željama merenjem moždane aktivnosti. Upotreba tehnika neuromarketinga omogućava marketinškim stručnjacima da otkriju potrebe potrošača i da prema tim saznanjima usmeravaju svoje ciljeve. Ovim metodama mogu se otkriti nesvesne misli, osećanja i žudnje potrošača, koje upravljaju njihovim svakodnevnim odlukama o kupovini. Polje neuromarketinga koristi napredak u tehnologiji i prevazilazi tradicionalne (konvencionalne) metode kvalitativnog i kvantitativnog istraživanja. Fokusirajući se na reakcije mozga potrošača, pomaže da se razjasne šta potrošači misle u situaciji kada su suočeni sa potencijalnom kupovinom nekog proizvoda. Sa povećanjem primene novih tehnologija, veliki broj kompanija uključio se u sprovođenje neuromarketinških studija, kako bi, pre svega, poboljšali prodaju svojih proizvoda i povećali profit. Zbog toga se u ovom radu prikazuju tehnike neuromarketinga, uslovi u kojima se koriste, alati koji se upotrebljavaju, kao i prednosti i ograničenja njihove primene.