Neuromarketing is an emerging area of market research that is becoming more accessible to marketers. Increasingly, brands are using it to identify core consumer behaviours, preferences and motivations and to optimise campaign effectiveness. Unlike conventional marketing research, neuroscientific techniques measure implicit emotional responses which can uncover valuable insights and purchase triggers.
Neuromarketing is the field of marketing research that studies how peoples’ brains responds to advertising stimuli.
Neurometrics: The measurement of an individual's underlying brain activity. The most frequently used techniques are functional Magnetic Resonance Imaging (fMRI) and electroencephalography (EEG) measures.
Biometrics: The measurement of an individual's biological characteristics or features that reveal something about an individual's level of emotional arousal. Typical techniques employed include heart-rate monitoring and eye-tracking.