Where brain science meets marketing

In simple words, neuromarketing is a field of marketing that uses neuroscience technologies to understand the consumer better. Using technologies like functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and other sensors to measure physiological changes such as heart rate, respiratory rate etc. it attempts to gauge consumer reaction to various marketing messages. In other words, scientific methods are used to better and more accurately measure consumer preferences.

Dr Ianna Contardo, associate dean and head of neuromarketing centre, SP Jain Centre of Management, Dubai campus, says, “The business world is constantly in search of a truly holistic approach to marketing. Neuromarketing is unique in the sense that it goes to the roots of our thinking which determine our purchasing habits and creates what BBDO (a worldwide advertising agency network) calls fortress brands.”

Brains behind the purchase
Contardo explains that the main objective in neuromarketing is to use brain sciences to add substantial value to understanding how world-class organisations can better ride the waves of multicultural trends, while improving their communication strategies and bonding with stakeholders, mainly their consumers. She says, “Brains are more direct and reliable predictors of who we are and how or why we behave in a given way. Neurosciences can potentially influence the business discipline of marketing in a revolutionary way.”

Sandip Anand, associate professor, neuromarketing, Xaviers Institue of Management, Bhubaneswar, explains further, “In an artificial lab setting, consumer reactions to various marketing stimuli like packaging colour, price etc. is mapped with the help of neuroscience technologies and these results are used for better marketing the product concerned.” However, he acknowledges that this an emerging field and as a result, a lot of question marks surround its practice. 

Do I qualify?
One of the first questions to emerge in one's mind is whether one would need a background in science to pursue a career in neuromarketing. Experts respond in the negative. “You don't need a science background to be able to study neuromarketing. Only the physiological study would require prior scientific education,” says Anand. Physiological study would involve analysing parts of the brain that become active in response to a stimulus. However, interpreting what this means or what one can do with it marketing-wise is a separate skill and doesn't require prior scientific knowledge.

According to Cantardo, aspiring candidates would require a background in one of the following - marketing, experiential retailing, brand building, and at least some knowledge of evolutionary anthropology, cognitive psychology and neurolinguistics.

Next level in marketing
As incredibly complex, yet interesting as this field sounds, whether it makes for a feasible career path is a question yet to be answered. Experts from the field, however, are extremely optimistic about the value of this subject. “Studying neuromarketing would definitely give a student an edge over others, as s/he would be better equipped to understand consumer behavior which is the cornerstone of marketing,” says Anand.

Nitish Jain, president, SP Jain Centre of Management, adds, “Since not many people are exposed to this subject, the value that a person trained in it would command can be estimated to be quite high. Further, due to the scientific nature of this study, the marketing techniques conceived by a person trained in neuromarketing would be more reactive.” 

He further believes that today's marketing professional need to be conversant with this subject. “Neuromarketing brings rational and emotional reason to communication and if you understand this subject, your chances of going wrong can be reduced.”

Job options, however, would not be fundamentally different from current marketing profiles. “You can typically aspire to work with advertising firms, brand-building firms or other media organisations which are in need of marketing solutions,” says Anand.