Neuromarketing | The Future of Marketing | Blindsight | Prince Ghuman & Dr. Matt Johnson

Professor Prince Ghuman & Dr. Matt Johnson discuss their definitive book on neuromarketing, Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains.

This Talk explores a crucial question:: What is neuromarketing?

Neuromarketing is the use of neuroscience to address marketing. From market research, AB testing, and user experience, marketing has historically borrowed much from the scientific community. This, however, hasn't gone deep enough. By drawing on neuroscientific insights, marketers have a much richer foundation to draw from.

Neuromarketing specifically addresses the limitations of AB testing and traditional market research.

AB testing feels scientific to marketers but provides a limited picture of what happens in users' brains. AB testing only reveals the 'what's behind an action, not the 'why.' It shows the surface level behavior while the root mental cause stays hidden. A green button may lead to more conversions, but why? Showing like-minded posts on social media may lead to more comments, but why?

To answer the question, marketers must evolve to neuro-marketers and understand the complex, neuroscientific reasons behind the behavior. Equipped with this knowledge, marketers can engage with consumers on a much deeper level.

Secondly, neuromarketing solves the blindspots in traditional market research. Surveys and focus groups provide an incomplete picture of the users. Biases, social factors, anxieties, and other influences result in muddy data. Neuromarketing draws from brain imaging techniques like fMRI and EEG to eavesdrop onto the mental decision-making process directly. These tools provide a perspective that avoids users' biases and learns directly from the users' brains. Neuromarketing moves research away from what the users report to what the brain reports.

So why is neuromarketing the future of marketing? Neuromarketing is akin to user experience in its early years when companies learned how to apply cognitive science to digital interfaces. Today, early-adopter companies are learning how to apply neuroscience to marketing. The combination of Neuro-based AB tests and neuroscientific research tools will lead to a seismic shift in marketing.

The authors of Blindsight take on neuromarketing and its impact on the relationship between marketers and consumers in the following 60 min talk. Links to the authors' book and Neuromarketing Certification® Bootcamp are below.

Moderated by Anya Rubin-McQuinn.

#Marketing #Blindsight #Neuromarketing

[SofiaRain]

There's always been marketing phycology.

[zhizhi]

Consumerism is a sheeple-marketing.
Always not enough.

[awhites]

I find hot chocolate and coffee to be preferred over cold soda.

[johnbuckner]

Am I the pilot? Or Edward Bernays?

Edit: I also love researching wine 🍷😊

[szafanaszpilkach]

Hi :) Do you actually work as neuropsychologist marketer as a profession? Or do you work as marketers and apply your psychology knowledge in marketing? I'm honestly wondering if there is an official occupation. The other question is...how do you apply this knowledge in marketing? What do you actually do? Choose colours of graphic based on psychology of colours or decide to blow - up pupils to make a model more likeable? How do you measure all of your work. If you can reply I would really appreciate that...

[awhites]

Did anyone notice the midliminal round objects?

[anshumansahoo]

I am 13 yo old and my dream job is Google.

[frankdelahue]

there is something strange with these guys.

[anonymoususer]

Looks like that lady is sleeping or bored af lol

[marshdawson]

Investing in crypto now should be in every wise individuals list, in some months time you'll be ecstatic with the decision you made today.