Neuromarketing may not be coming to Whitehorse, Yukon anytime soon, but the results of it already have.
Next time you're in Superstore, look for Lay's chips. They changed their packaging from bright yellow to beige because bright yellow lights up the guilt-section of women's brains, which affects the product's appeal.
Only two companies in Canada do it. True Impact uses MRIs and heart-rate monitors to measure what parts of the brain light up when and what makes your heart beat to the tune of a cash register. Ka-ching!
Where a focus group can be affected by a person's personality, such as doubting oneself or trying to perform under pressure, signals in the brain don't lie.
The cost of equipment and data analysis is high though ($30,000–$100,000 a pop), and neuromarketing can't replace marketing. They work together in the same way that Google Analytics supports website design, but doesn't replace it. Measurement can't present ideas, it can only tell us the effectiveness of what's already out there.
Although neuromarketing is scary because it reminds us of mind control, just like adervtising throughout the ages it's aimed at making people happy. At least doctors aren't still prescribing cigarettes, right?
So just to balance out the future of marketing, here's a site I found recently that catalogues historic ads. Set some time aside, it's addictive.
Thanks to Richard Skinulin for the head's up on Neuromarketing in Canada. Read the full article here.
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