Neuromarketing research – what exactly is it?

Recently, neuromarketing has played an increasingly important role in the field of marketing. From this article you will learn what neuromarketing research is and what it can be useful for.

What is neuromarketing

Neuromarketing studies the decision-making process in consumers, using tools from the fields of psychology, social science and neuroscience. It is an area of marketing that combines biological and social sciences in order to learn and understand as much as possible about what influences customers’ purchasing decisions, in particular what emotions a product or its advertising evokes in them, and thus learn about their preferences and what factors most attract their attention.

What we need neuromarketing research for

Thanks to neuromarketing research, we are able to see what happens in consumers’ brains when they watch an advertisement, browse a website or make a purchase. Such research allows us to identify which elements of our campaign, product or advertising are most effective. This allows us to tailor our marketing strategies to consumer preferences, resulting in higher profits and more effective marketing activities.

Furthermore, neuromarketing research allows for a better understanding of consumer decision-making processes, which can be relevant in many areas such as health, education or politics. As a result, neuromarketing research can have an impact on improving the effectiveness of activities in different areas of life and influence people’s quality of life.

Types of neuromarketing research

There are many types of neuromarketing research that allow us to better understand the brain’s response and the consumer’s decision-making. The most commonly used neuromarketing research methods are:

  • EEG (electroencephalography) – is a method that measures the electrical activity of the brain. With this technique, we can see which areas in the brain are activated during which activity;

  • fMRI (functional magnetic resonance imaging) – is a technique that also provides information on which areas of the brain are activated during which activity;

  • Eye-tracking – is a method that allows eye movement to be tracked during a research study; Thanks to this technique, we can see which elements are most likely to catch the eye of consumers;

  • Micro-expression analysis – is a technique that involves analysing faces and micro-expressions that can show consumers’ emotions and reactions to different stimuli during a research study;

  • Skin response analysis – is a method that measures changes in skin conductance and sweat levels. Thanks to this technique, we have the opportunity to see what emotions particular stimuli evoke in consumers.

What are the benefits of neuromarketing

Neuromarketing brings a number of benefits for both businesses and consumers. The most notable benefits are:

  • A better understanding of what factors influence consumer preferences and behaviour, enabling marketing strategies to be better adapted to market needs;

  • Uncovering factors invisible to traditional research that influence consumer purchasing decisions – we can learn what drives customers to choose certain products;

  • Increasing the effectiveness of the marketing campaign – they allow to identify which elements of the marketing campaign are most effective;

  • Improving the quality of products and services – understanding the needs and purchasing preferences of customers, can lead to improvements in the quality of our products and services;

  • Better placement of the marketing budget – we can assess which elements of the marketing campaign are most effective and where we should allocate the marketing budget;

  • Improved brand image – we can tailor our communications and advertising to the market, resulting in a positive image for our brand;

  • Consumer protection – we minimise the risk of failed, unethical or misleading elements, thus protecting consumers and our brand from mistakes.

All of these benefits translate into more efficient marketing activities, improved product and service quality and, in turn, increase our profits.


Neuromarketing research is the most precise study of consumer preferences, it allows the identification of consumers’ emotional and physiological responses to various stimuli. They enable marketing strategies to be better aligned with market needs, resulting in greater business success.


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