Instead of asking people what they think or asking them to share the reasons they purchase the way they do, Linstrom and his team watched the brain while asking people questions or showing them images. One of the most shocking revelations was the fact that the anti-smoking campaigns were actually working for the tobacco companies. Linstrom interviewed several smokers and asked them if the warning signs bothered them when they purchased cigarettes. One woman said that it did, however when they did a scan of her brain when she looked at the warning sign, a signal rang in the motivator area of the brain. It was doing the opposite of deterring her, it was motivating her to purchase that cigarette. While it is unknown as to why this happens it is a huge insight into the behaviors of consumers. It also answers the question of why more people aren't quitting smoking when they see those warning signs.
Because of findings like these, Lindstrom believes current market research techniques will soon die and new ones like these (neuromarketing) will take over. While current market research techniques like focus groups and surveys have their flaws that need to be flushed out still, I think we are still a long way from actually being able to use neuromarketing as a research tool. For one it is incredibly expensive to use the machinery for tests. Second, neuromarketing is a great tool for the aftermath of a marketing campaign. It can show researchers what part of the brain is triggered by certain ads, however it will never be able to tell researchers what the consumer wants in the future. To find this information out, I think focus groups and surveys is the best way to do it!
Where do you think market research will go? Will tMRIs become cheaper and allow more people access to using them? Will marketing start working on the neurological level- if so, how will they do that? Lots to come in the next few years of marketing and I'm excited to see!!
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