Neuroscientific studies have become tools that are being applied in marketing, advertising and market research to understand the role of the subconscious consumer tastes and buying preferences.
The usual marketing strategies based on quantitative and qualitative, they consider that the best way to meet consumer needs, is asking directly investigations. But the fact is that 90% of buying behavior comes from the unconscious and people would find it very difficult to explain the decisions that come from your mind. So the explanations people give for their actions, are not necessarily correct or reliable, these surveys have value “biased”.
The unforgiving marketers need to know the consumer, it makes companies invest millions of dollars in creating new products and advertising that may or may not impact the merado. In fact, it is said that nine out of ten products launched on the market lack of success.
Based on the above neuromarketing it is able to provide a greater understanding of consumer behavior. Because it allows specialized neuroscientific studies to determine the truth of why and how purchase. Knowing how to take their purchasing decisions and how we can influence them; indicates that it is time to change the paradigms and focus on influencing the subconscious know when buying as this in turn, is a decision. That is why these neuroscientific studies have become tools that are being applied in marketing, advertising and market research as they allow us to understand the important role of the subconscious consumer tastes and buying preferences and offer pertinently the products they are seeking.
Dr. Jaime Romano presents in his book “Neuropirámide, Neneuromarketing Base”; 6 subconscious brain processes involved in decision- making. We can understand their respective roles, as involved in making purchasing decisions:
- Please note that our conscience is awakened.
- Sensory Activation: a stimulus which is detected through the 5 senses (smell, taste, sight, touch and hearing) is perceived.
- Emotion: Refers to interact with some basic emotions are 8 Anger, Sadness, Surprise, Trust, Fear, Disgust, Anticipation and Joy.
- Cognition: the thought process is executed comprising the steps of interpreting information from abroad, therefore the interrelated information that is stored in our memory aims to create a global perception.
- Regulator: A process in which the subconscious and the unconscious merge to create a concept and a more rational deliberation prior to performing an action.
- Action: Final process where a movement, language or behavior manifests and the final action (purchase) runs.
This sequence of mental events take place in our brains, and in just two seconds pass all levels of processing, sensory, emotional and cognitive development. In other words, to understand a need to catch the attention message. The information entered through the (five senses) sensory organs where processing and search of such information stored in the memory begins, the brain synthesizes and transforms it understood, the discussion about what you want and feel, until it becomes an action. These explanations seek to add value to consumer understanding seeing it as a human being, reflecting a behavior, which leads him to perform different actions and decisions including the purchase. You need to create an impact on your mind desires but from connecting with your heart.
How this process is interpreted in packaging innovation?
In the industry of Packaging Design innovation always we look the same, to draw the attention of our consumers, and this same aforementioned process is manifested by a consumer against a shelf.
It is said that what most tend to recognize the brain are shapes and colors, and if we engage more with the subconscious of the consumer, find stored in its memory memories and experiences that lead you to focus your attention on our new developments, or relate their interaction with the container, with past experiences that have been pleasant. So it is ensuring greater percentage a successful product because the consumer is indirectly used to use it.
An example of this, see it mainly in foodstuffs. Few people dare to innovate in a different form for your package and are limited to the generic form, because that will determine the best usability for the consumer. Somehow this is a wise choice for the consumer and the package relates to the type of product (the brain already has registered), ie aseptic milk-carton, beer-glass, catsup-pet; but when we dare to change the conventional way you are used to seeing a product, we noted automatically on the shelf and competition.
Many products and services are conducting specific studies, known to its target and to identify all those pleasant experiences and characteristics that are stored in your subconscious, and can reflect on their products to launch with more certainty of success.
The answer to the riddle: what happens in the brain and consumer thinking to innovation? It is what shapes us as unique human beings “do what we think and what we remember.”