Neurosciences: The true potential of NeuroMarketing

NeuroSciences is a hot topic within business. Especially concerning marketing. Creating a marketing strategy by basing the decisions on customer’s neurological feedback data can open news ways of conducting business.  Neuromarketing is a field of marketing research that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli.

A good example of a firm using neurosciences in marketing is Netway Sa. Netway SA is a Luxembourg based firm that specialises in NeuroMarketing. Their philosophy is based on approaching business rationally. Its a small firm with offices in luxembourg and Brussels, it operates with under 20 employees and has worked with major clients such as Nespresso and ING.  They specialise in website architecture, more accurately the user journey through a website.

Instead of designing websites based on the designer’s gut feeling, Netway bases its choices on pure data. Netway uses neurological feedback from customers to design a user pathway leading the customer to the desired outcome in the website. Their goal is to make the user experience as smooth as possible while ensure that the website serves its purpose. For example, in an after sale service website, the business goal of such a website would be for a reduction in call. Netway will design a website that enables the business to do just that.

Similarly to all good scientific processes, steps must be followed. For Netway it starts with analysing the business needs of their clients, what they aim to achieve through their website. Once the top business goals have been established this small luxembourgish firm designs a website step by step, after every step, the prototype of the website is tested with an average customers. While the customer navigates through the website, the company measures 63 behavioural indicators (using Eye tracking, fMRI and EEG) that shows them how this website performs neurologicaly. Over the years the company learned to understand the data and predict certain behaviours, details such as where the customer looks and when, tells them if their current design is serving the desired business goals.

This shows how data can really shape the way marketing is being conducted, there are endless possibilities for neuromarketing to evolve and this only shows one of the current adaptations. The use of neuro data can sometimes been seen as manipulative however some might argue that it is just creating perfect designs. What do you feel are possible applications of such technologies?


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