Neuromarketing and its application in Direct Selling


According to Kevin Randall, Director of brand strategy and expert in the application of the concept, Neuromarketing is the practice of using technology to measure brain activity in consumers to use it back in product development and communications.

It can also be described as a series of scientific procedures used in marketing by focusing in all consumer´s behavior and motivations.

neuromarketing direct selling

By applying Neuromarketing to products, services and the company´s image itself, a higher sales volume, positive and lasting emotions in consumers, and strengthening of the link between them and the brand is what Neuromarketing searches for.

The link with a particular brand is developed in a rational, emotional and instinctual level. In these three pillars, rests the concept of Neuromarketing, which will ultimately unravel consumer´s emotions and responses to a subconscious level, which would never be defined in any study based on testing.

Knowing that 85% of purchasing decisions we make are shaped at this level, Neuromarketing gains importance when investigating why a person will decide to buy.

Only few companies all around the world are engaged in this marketing niche, especially in the US, UK, Denmark and The Netherlands.

The techniques used by these companies to perform emotions measurement are different.

  • Eye tracking

It is applied to analyze how the consumer responds to the different products placed on supermarket shelves or other types of commerce.

  • Electroencephalography

It applies electrodes on a user scalp, which will measure “electricity” in real time determining where an increased brain activity is occurring

  •  Positron emission tomograpgy

Measures the changes in brain metabolism, relative to its glucose from an injection administered to the user.

  • Functional resonance imaging

The resonance reaches out to hidden corners of the brain, recording specific images out of brain activity, generated from 5 to 8 seconds.

  • Magneto encephalography (MEG)

This unusual technique, measures the magnetic fields produced by neurons activity in the brain to specific stimuli.

  • Galvanic response measurement

This response is aim at skin reactions to visual stimuli collected through electrodes set on fingers.

  • Electromyography

It basically measures the attraction or rejection of the subject to what he sees, whether it is an advertising campaign, a movie, a still image or text.

  • Heart rate

Heartbeats are used by neuromarketing to collect information on the individual attention generated towards rejection or interest emotions and stimuli.

Neuroscience studies how a consumer´s brain responds to all recevied messages and allows repositioning those back to make them more effective. It is necessary that companies display more efficiency in learning and applying new marketing techniques to navigate this ocean of offers and competitors with different cultures, causing a greater impact on their daily decisions.


By Armando-Jose Diaz, ARDIZ Consulting

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