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You want to win new business and keep your existing clients - But when it comes to the way you communicate, sometimes it feels like you’re just guessing.
HINT: AB testing isn’t the answer.
New research shows that your customers can’t provide accurate answers, not even with traditional market research, because they don’t understand how their unconscious brains process your message. But now there’s a better way.
We draw on decades of research in neuroscience, behavioral economics and social psychology — and new research in our own lab — to help you answer these questions.
Will Revolutionize the Way You Communicate
Whether you’re looking to grow your following or close more sales, if you don't understand how your customers' brains process information you're throwing money away.
In the past, even experienced communicators had to rely on inference. Now you can test and optimize your content as it is being created.
It can be expensive to produce and deliver content. Organic mediums like PR and social media are time-consuming and unpredictable. Now you can ensure that none of your efforts go to waste.
now to learn more about how we help, or keep reading to find out more about the science behind our methods.
Advances in neuroscience have given us a better way to understand how people think and feel when they interact with content.
Now we can:
TEST content before wasting money on production and distribution
UNDERSTAND why strategies work, instead of whether they work
CREATE second-by-second analyses of attention, engagment, and emotion
FEEL confident in our unbiased, reliable, and data-driven insights
Of all the decisions you’ve made today, 99% have been handled by your subconscious brain – only the most important ones have reached your conscious awareness. This is because we essentially have two brains:
Evolved recently to give humans our unique power of rational decision making – processes about 40 bits of information each second and requires conscious effort to maintain focus.
Evolved long ago to detect threats and keep us alive – effortlessly processes about 11 million bits of information each second, then responds by altering our physiology and the way we make decisions.
As you probably recognized, our subconscious brain processes most information, then passes on the important things to our conscious brain. When this happens, many of the details which influence our decisions go unnoticed – as marketers we all know the little details are vital to making big things happen.
Neuromarketing allows us to measure the brain and body, deciphering what’s happening below conscious awareness with the following tools:
Heart Rate - are they taking in the message?
Variability - are they feeling stressed or under pressure?
Direction of Attention - what elements do people see?
Pupil Dilation - do they like what they see?
Concentration - are they distracted or focused?
Emotions - are they generally negative or positive?
Type of Emotion - what specific emotion is expressed?
Mental Workload - how hard is the message to understand?
Memory Encoding - will people remember the message?
Approach/Avoid Activity - is the message likable and approachable?
Engagement - are people paying attention and remaining engaged?
Emotional Intensity - how strong are these emotions?
Willingness to Act - how likely are they to take action?
Understanding how your customers’ brains process information will revolutionize the way you communicate. You can feel confident that your marketing materials will be brain-friendly, leading to additional customer conversions, greater ROI, and happier stakeholders.
Neuroscientific tools can be used to improve everything from websites, to storefronts, to email, social, and paid advertising campaigns. Rather than relying on people’s guesses about their own behavior, you can measure the underlying forces which influence their decision making. We have a range of neuroscientific research services designed to help you – to learn more.