Empathy and Emotions are so important in Marketing, that nowadays we have the Neuromarketing:
All marketers know that our tastes, emotions and actions are determined in the brain; however, the ability of traditional research to capture the preferences of consumers is limited since more than 85% of brain activity is unconscious.
Neuromarketing companies apply advanced technologies of brain science to understand consumers’ reaction to marketing and advertising. Thus, scientific marketing complements traditional research, which is based on asking questions.
By using proven and statistical processes, Neuromarketing explores brain spaces which consumers are not conscious of or don’t know how to describe, generating data and high value conclusions for companies.
The most powerful Neuromarketing technique is Electroencephalography (EEG), which focuses on measuring electrical activity on the brain. There are other biometric techniques that measure the consumers’ body reaction to stimulus (such as a video ad or a product package).
The first scientific marketing labs were developed in the 90’s and many companies like Pepsi, CBS and Google have applied this new form of market research continuously to measure their target reaction to their ads and products.
In the video below, you can understand in practice how Neuromarketing works in people´s brain: