Understanding consumer neuroscience
The world of neuroscience often seems to open up more questions than answers. It would be easy, if you were confronted with some statistics, to simply feel disillusioned with ever trying to understand what influences human behaviour. When 95% of brain activity is unconscious, what hope do we have of understanding what leads people to choose one brand over another? Well, actually, quite a lot, as Thom Noble, CEO of Neurostrata and friend of Happen Innovation Consultancy, came in to explain to the team recently.
Neurostrata is a pioneering firm in the burgeoning field of neuromarketing – a new field that seeks to implement some of the breakthrough techniques of neuroscience to the world of marketing and innovation. What companies like Neurostrata reveal, is that the brain has a series of shortcuts and patterns which offer easy ways to optimise products to ensure that it appeals to our dominant unconscious mind.
Things which may seem marginal or superficial – whether you position your text or image on the left or right – can make all the difference between success and failure in the world of product innovation.
As Neuroscience continues to break through new frontiers of understanding, it is essential that innovation agencies such as Happen take on board the new techniques it provides.
For instance… MRI scans have revealed that new mothers have heightened taste, touch, smell and vision, how would that change how you designed a new product aimed at mothers?