14 Jun Why neuro-measurement?
3 reasons you need neuro-measurement in your consumer research arsenal
Neuro-measurement – the ability to measure neurological response – addresses three key gaps in our understanding of consumers:
- The Passive: Despite the growth of interactive media, much of the content and media we consume remains passive consumption (video and image-based, for example), yet we rely exclusively on measuring active media consumption as a way to evaluate passively consumed content (think social mentions, or search activity). Neuro-measurement provides us with an understanding of how content is passively consumed.
- The Emotional: For content creators, the primary task is to develop a message that drives a behaviour change. This begins by activating the emotions of an audience. The consumer dictum “Think, Feel, Do” was never the case; it was always a “Feel, Do, Think” loop (or even a “Do, Feel, Think”). Daniel Kahneman’s description of our two systems is probably the best explanation for this typical human behaviour, where we first have an instant, emotional response before engaging the rational mind. Neuro-measurement captures this instantaneous emotional response.
- The Actual: Researchers have relied on focus groups and surveys to evaluate audience response to content, but what we say we feel and what we actually feel are often two very different things. Getting a handle on ‘the actual’ is a key benefit of neuro-measurement, and why leading advertiser Procter and Gamble – owner of Pantene, Swiffer and Tide – use the technology.