Neuromarketers get inside buyers’ brains
by Rachel Kaufman
Published in CNNMoney
2010-03-18
Marketers want to get inside your brain. Literally.
At this week’s South By Southwest Interactive Festival, a panel of scientists and advertising executives dissected the latest research on “neuromarketing”: measuring consumers’ brain activity to help develop ads and products.
The tactic is making headlines for big business. Frito-Lay studied women’s brains to help develop an ad campaign, and Campbell Soup (CPB, Fortune 500) just unveiled a packaging redesign based on consumers’ “neurological and bodily responses” to different mockups. By hooking customers up to EEG or MRI machines, a company can learn about what’s really going on inside a buyer’s brain — possibly even before the buyer knows it.
But Campbell’s and Frito-Lay have huge budgets; this technology isn’t cheap. What about smaller companies?
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