While browsing the business section at a local bookstore I came across a book title Brand Seduction written by Daryl Weber and found it to be quite an interesting read. The book focuses on how neuroscience can help marketers build memorable brands and help market researchers understand why consumers make decisions.
- A large portion of our purchase decisions are driven by our unconscious mind rather than our conscious mind. This means that we are not as in control of which brand we choose as we think we are. For example, during a case study, a group of individuals were shown a series of photos of dogs. They were then asked to name a brand of shoes and the majority of the participants said Puma because it is related to animals.
- Emotions fuel humans, they get us to act on our feeling. For example, anger gets us ready to fight, happiness is a reward, and sadness helps us to reevaluate a situation. If a brand can trigger a human with emotion than they trigger an action.
- In order to seduce the consumer, you have to create a brand fantasy and one way of achieving this is by creating a persona for your brand. Weber gives an excellent example of a brand that has executed this from the moment they launched their brand: Warby Parker.
- By using non-traditional market research techniques, such as facial coding, eye tracking, and biometrics, researchers can tap into those unconscious influences. Although they have their downside because they are expensive and take place in unnatural environments, they can give us a better understanding of the decision-making process.
- When using traditional market research, such as case studies, it is important to look past what the participants are saying with their words and to analyze what they are saying with their tone, body language, and facial cues.
Overall, I enjoyed learning more about non-traditional market research techniques and how marketers can use science to their benefit. This is a stream of marketing I hope to explore more.