Did you know that sheen – or lack of it – on a bag of potato chips can impact your decision to buy it? Frito-Lay® made this discovery when the company was looking to expand their market share among women. Marketing executives learned that shiny bags with pictures of chips triggered a negative response – specifically feelings of guilt – among women far more than matte bags picturing potatoes and other ingredients perceived as healthier. The conclusion? Less guilt sells more chips. As a result, the company scrapped the shiny bags previously used to package their baked snacks for matte ones.
How did Frito-Lay make this valuable discovery? Through neuromarketing.
Neuromarketing is rapidly becoming an important tool for sales and marketing professionals. In fact, companies from Google, Yahoo, and Microsoft to Hyundai and Campbell’s are using it to analyze how the brain receives and processes information and employing that data to improve customer response to their products.
Major Areas where Neuromarketing is being used:
- Branding
- Product design and innovation
- Advertising effectiveness
- Shopper decision making
- Online experiences
Techniques used:
- fMRI – A functional neuroimaging procedure
- EEG - a test that detects electrical activity in your brain using small, flat metal discs
- Eye-tracking – The process in measuring eye movement
- Psychophysics – The process of studying the relationship between the stimuli and sensations and perceptions
All the projects will be specifically designed and led by neuroscientist Erikson Neilans, Ph.D., for each company’s specific marketing needs. Dr. Neilans believes the best way to meet your company needs is to schedule a private no-fee session to determine the best approach to your research.