Neuroscience for business
Neuroscience for business is our platform for neuroscience related solutions for business: manufacturers and sellers as well as the world of finance. We provide solutions by using the neuroscientific and neuropsychological knowledge base to solve individual challenges our customers and their companies face in this field. Our services are tailor-made and personalized, and we do not use fit-for-all general solutions.
Neuromarketing
Neuromarketing refers to the application of neuroscientific and neuroeconomic approach in the context of sales and resource allocation questions concerning the market. It is an interdisciplinary field of market research at the interface of marketing, finance and neuroeconomics. While neuroeconomics attempts to understand and explain economic decision-making processes with neuroscientific and neuro-cognitive methods, neuromarketing uses the same methods and insights from neuroscience and neuroeconomics to optimize marketing and financing processes. Neuromarketing at business level aims to streamline marketing efforts in the area of advertising, branding, target group segmentation and product placement both in terms of traditional and online distribution channels in order to influence decisions of potential customers. It is also increasingly used in product launches. We apply above mentioned neuroscientific and neuro-cognitive methods to develop a tailor-made, flexible and functional approach for your business, whether you are a manufacturer, seller or a service provider.
Our services will enhance the quality of your product development, marketing, advertisement and sales. We will find out for you how to efficiently and effectively motivate your customers to buy your products and services.
The Assumption
The core assumption underlying neuromarketing is that economic decisions are predominantly based on unconscious processes. Most decisions are largely determined by emotions and are far less rational than we think. Consequently, consumers cannot be aware of all motives influencing their purchase decisions, and are unable to provide information about them even if they sincerely wish to do so. Neuroscientific and neuro-cognitive methods provide for a more direct access to the human brain, which is not possible with classical market research instruments, allowing us to gain information about these unconscious processes. Neuromarketing can then make these processes in and states of the consumer′s mind observable and measurable.
Methods
Neuromarketing uses mostly non-invasive neurophysiological examination methods such as:
- Quantitative electroencephalography (QEEG)
- Brain mapping
- ERP measurements such as P50 and P300
- Functional magnetic resonance imaging (fMRI)
- Eye Tracking Analysis (ETA)
 |
These methods are often combined with other psychophysiological methods, such as:
- Skin conductance measurement (SCM)
- Electrodermal activity (EDA)
- Eye movement measurement (EM)
- Respiration rate measurement (RR)
- Heart rate measurement (HR)
- Heart rate variability (HRV)