“We all live in an experience economy,” Roderick Reichenbach told his audience of about hundred people. In his Studium Generale lecture, the co-founder and managing director of Braingineers talked about using neuromarketing to achieve the perfect customer experience.
He started with showing us how our brain works. Most of our actions are driven by the implicit brain: we don’t have to think about those, we do them automatically. We are not even aware of our subconscious processes, making it difficult to reflect on our emotions on the conscious level.
According to Harvard Business School professor Gerald Zaltman, 95% of our purchase decision making takes place in the subconscious mind. That is why we should concentrate on this part of the mind if we want to create perfect customer experiences. That is what neuromarketing does. It makes use of originally medical techniques, such as EEG and MRI.
Braingineers uses neuromarketing to provide ‘emotion analytics’ in their Brainpeek application. They use EEG and eyetracking to see what happens in the brain of test persons when they are surfing a website. Afterwards, the test persons can give feedback on their experiences. They combine all these data in one report, in which you can see what the test person was doing when their frustration level increased, for example. Emotion analytics provide companies with a tool to create the best experience for consumers.
But is this the whole story? Because there is a thin line between optimising and manipulating. That’s one of the reasons why neuromarketing is forbidden in France. But marketing can be unethical even without the brain techniques. So the discussion after the lecture was very lively and interesting.
The next Studium Generale lecture, on 1 February 2018, will be about “The impacts of military operations”. You can find more information, and register, on the website.