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“It is not the employer who pays the wages.Employers only handle the money. It is thecustomer who pays the wages”. - Henry Ford

The customer arguably is the most

important cog in the organisational

machine. Everything the decision

makers do, everything a marketer

does – its final aim is to have a

content customer, who comes back

again and again to buy the product.

Understanding consumers is the most important trick of the trade!

WHICH SPECIFIC STIMULUS LEADS TO THE CONSUMER PURCHASING THE PRODUCT OR THE SERVICE?

However, today's marketers use brain

tracking tools to try and understand the

consumer’s behavioural patterns. This field

of study is popularly known as ‘Neuro-

marketing’.

• What does a consumer view in a print ad?

• How does a consumer react to a specific stimulus?

All these questions can be answered by

neuroscience.

It is difficult to point out to one specific

stimulus that led to the consumer

purchasing the product or the service.

Digging

deep

into

Neuromarketing

The image above represents the gaze path of a viewer.

The person starts from the middle of the page, and

slowly moves towards the baby’s face (where he

spends maximum time), before moving towards the

headline. Here, the consumer’s attention is mostly

concentrated on the baby’s face rather than the

headline. This is surely not what a marketer wants.

So, how then can a marketer ensure that the consumer

concentrates on the headline rather than the object?

The answer lies in smart usage of imagery. In the above

image, the baby is looking directly at the viewer. This

essentially leads the viewer to simply look back at the

baby and not really anywhere else.

NEUROMARKETING STUDYEXAMPLE 1:

People’s reactions todifferent stimuli being usedin a print advertisement,with the help of eye trackingtechnology.

Experiment conducted by James Breeze

In the above image, you can see that the baby’s

placement in the ad is slightly modified. Here, the

baby is looking at the headline. You can see the

gaze path moving faster towards the headline. The

viewer also spends comparatively more time on the

headline in this image. This reaction in the viewer

was fostered by the main object in the image

looking towards the headline.

Let’s see what happens when the image is slightly modified.

Most beauty and hair care products follow a simple

‘model looking out, with a product shot in the

front’ template. The above image shows the heat

map of 200 people viewing it. Here, most of the

viewers concentrated on the model’s face (for a

pretty good reason, we’d say). Only 6% of the

viewers looked at the product.

Example 2:

This time the study is

conducted by using heat

maps. This case study comes

from the house of ‘Think Eye

Tracking’.

And Voila! The result? A staggering 84% of the viewers now looked at the product. So, we can see that by using

simple tricks in the imagery, we can guide a viewer around the graphic helping them concentrate on the more

important things that the marketer wants to communicate.

Now, we already know from our

example earlier, what needs to

be done. Let’s see if a simple

change in the image can lead to

better results?

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We help brands to bring forth clutter breaking communication

strategies, designs and lateral thinking to ensure a deeper and

sustainable impact of your marketing campaigns and efforts.

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