What does neuromarketing mean?

Consumer response to marketing stimuli is never purely rational: in fact, much of consumer behaviour is driven by rapid emotional and cognitive processes operating at an unconscious level.

Neuromarketing can be defined as a field of study that applies neuroscience alongside the traditional psychological and behavioural marketing methods, to uncover the unconscious response of humans. This allows to understand and analyse what happens in people's brains when they experience a product or are exposed to a marketing stimulus.

Indeed, neuroscientists tell us that these unconscious reactions affect up to 95% of the results of our decision-making processes, so measuring them can improve the ability to fully understand the target of any commercial offer. This could help to sell products more successfully or reduce the risk of bad investments.

BrainSigns, by recording and analysing the physiological responses - such as the brain activity, autonomic nervous system (ANS) activity and eye movements–  can provide indicators that describe the unconscious experience of consumers.  This can enhance the results of traditional marketing research, such as questionnaires or psychological interviews, revealing dimensions that would be difficult to identify using traditional methods.

BrainSigns for Neuromarketing Services

Being endorsed by the Sapienza University, BrainSigns has a strong link with the academic world, also thanks to the supervision of prof. Fabio Babiloni and his research group in Italy, at Sapienza University of Rome. This guarantees the excellence of the company’s methods and procedures, which are based on cutting-edge competences recognised by the international scientific world. (link to papers)

A highly interdisciplinary team (marketing experts, bioengineers, psychologists) is available to our clients, according to their specific needs.

The services offered by BrainSigns include review of scientific and case studies, careful interpretation of advertising briefs, proposal of appropriate experimental protocols, acquisition and analysis of physiological signals and/or psychometric data, reporting of results.  

For Neuromarketing Services BrainSigns:

• employs advanced instruments able to detect even small variations in physiological activities, such as the Electroencephalography (EEG) for brain cortex electrical activity, Photopletismography (PPG) related to the heart activity, Galvanic Skin Response (GSR) for skin sweating, and also Eye tracking for ocular movements and fixations, as well as Implicit Association Test for assessing unconscious bias or attitude and feelings;
• uses algorithms validated in research and in years of applications, to generate indicators like emotion, cognitive workload, interest, attention, memorization, eye gazes, level of mental association with respect to a specific task, concept or stimulus;
• has already gained several years of experience and developed different best practises, certified by the projects carried out for many international clients - as well as Italian companies. It has helped them to optimize or improve efficacy regarding: 

• • TV commercials and social communication
  • Web (site) or social media usability
  • Re-branding process and New Logos adoption
  • Packaging quality and ergonomic
  • Product experience (foods, drinks, fragrances)
  • Optimal Price
  • Engagement in the Point of Sales (POS)  

• presents the results to the clients in an easy- to- read reports, which transforms the scientific language – which is often too analytical and detailed - into a suitable form to respond promptly to the needs of the company’s marketing brief.