Neuromarketing Whitepaper Released by NeuroFocus

BERKELEY, Calif., Sept. 11 /PRNewswire/ -- Persuasion: The Science and Methods of Neuromarketing is a whitepaper written by Dr. Pradeep, CEO of NeuroFocus. The whitepaper explains application of cutting edge Neuroscience to measuring consumer engagement and consumer persuasion for advertising, marketing, product placement, and entertainment. The whitepaper is downloadable at the NeuroFocus website (http://www.neurofocus.com).

Whitepaper Summary

Persuasion and Engagement have become the watchwords of advertising as marketers focus on grabbing the ever-thinning slice of the consumer's attention. With so many interesting ways to interact with media and methods to avoid ads, consumers spend less time in captive environments. It is now critical that we understand the level to which consumers are engaged and persuaded in the brief moments they are attentive.

    The Dilemma Confronting Chiefs of Marketing and Advertising
    Our research has determined four critical questions:
    -- What are the tangible, measurable KPIs (Key Performance Indicators) of
       marketing and advertising effectiveness?
    -- How can each of the KPIs be measured accurately so they can withstand
       audit and shareholder scrutiny?
    -- How does each line item in the marketing and advertising budget
       contribute individually to each of the KPIs?
    -- How does one link the KPIs to financial returns accurately, and
       reforecast them through the year?


    Tangible, measurable, provable KPIs of marketing and advertising
effectiveness

    -- Purchase Intent
    -- Purchase Immediacy
    -- Brand Lift
    -- Brand Extension
    -- Price Alignment
    -- Promotion Participation

Unambiguous measurement of the KPIs require us to measure consumer engagement in a manner that is not subject to linguistic, semantic, and interpretive errors. The most direct and accurate way to measure these KPIs is directly at the brain where we can gather data before it is subject to cognitive reformulations and expressive biases.

Typical line items in a marketing or advertising budget comprise of numerous investments. Neuroscientific measurement protocols have isolated the contribution potential of investments in each category to the applicable KPIs. Neuroscientific protocols today accurately measure the KPI contribution of advertising, website, content, TV shows, movies, and packaging.

    Advantages of EEG measurement
    -- Non-intrusive and passive
    -- Temporal resolution enables causal connections between continuous
       stimuli and responses
    -- Fast and cost efficient
    -- Consumers like it

Intuitive and deep responses are at the core of engagement, and are rarely captured efficiently by survey and other self reporting instruments. Direct brain wave measurement offers richer and deeper insights than any other research technique available to market research professionals.