Activation in key areas of the brain is indicative of future behaviour.
This author argues that to understand and capture consumer sentiments towards products, brands must analyse how their offerings or creative works or marketing activates certain parts of the brain. Leveraging predictive analytics platforms helps assess consumer behavioural data and identify patterns among larger group dynamics.
However, market researchers must study individual brain activity to predict future behaviours among consumers for the broader market. For example, research from Stanford University and the University of Michigan found that brain activity was predictive of behaviour of a larger group of people outside the study.
Studying brain’s response to marketing stimuli helps in predicting future behaviours among consumers and extracting meaningful insights. The author contends marketers should incorporate such responses into their buyer personas.
[5 minute read]