Methods and techniques of neuromarketing research

Abstract

Advances in the development of neuromarketing research methods and techniques, over the past two decades, have enabled their application not only for scientific purposes, but also for commercial purposes of researching consumer behavior. This paper will review various methods and techniques of neuromarketing research, highlighting the advantages and disadvantages of using these, for the purpose of consumer behavior research. As a research part of the paper, combined laboratory neuromarketing research (EEG and eye tracking) was conducted, that examined implicit attitudes of consumers (attention and emotions, in real time, from second to second), whose goal was to examine how consumers react implicitly to different marketing stimuli (TV commercials for Coca Cola and Pepsi Cola brands). The research additionally examined whether there is an overlap of conscious consumer attitudes, collected by the research method through a questionnaire, with the results of the combined neuromarketing research. The research found that the tested marketing stimuli have a positive impact on the implicit positioning of tested FMCG brands. In addition, by comparative analysis of explicit and implicit consumer attitudes, it was found that there is agreement between them. Finally, the research found that neuromarketing research has the potential to improve marketing communication (tested TV commercials), and thus the positioning of FMCG brands.