Neuromarketing research

Neuromarketing research is the area that studies neurological responses to stimuli such as advertisements or branding. Performing a neuromarketing study can help the researcher understand the subconscious decision-making and thought process of a consumer through the use of science and is intrinsically linked to behavioural science. Like many market research methodologies, it can involve a variety of different methods including traditional interviews and focus groups.

Neuromarketing is important to understand when trying to promote a company or product. Understanding the unconscious thoughts that people experience when faced with differing stimuli is vital to tailor advertisement for a specific target market.

An advantage of neuromarketing research is there are many different ways of conducting it, allowing the researcher to understand a consumer’s unconscious thoughts. However, these methods are often costly when compared to other research strategies. Methodologies such as eye-tracking and functional MRI scans require equipment that is costly to rent or to buy, but do give a detailed insight into how a person thinks when faced with a certain stimulus.

For example, performing an eye-tracking test, to find out what draws the attention of a specific demographic, could uncover that the participant first looks at the colour blue but then focuses on the colour red after a few seconds. In this case, the respondent might likely suggest that they only noticed the red section. However, the use of eye-tracking shows the researcher that the participant caught sight of the colour blue first, indicating a discrepancy between the consumer’s conscious and sub-conscious thoughts.

Why partner with DJS Research?

We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.

From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.

Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.