The Contributions of Neuromarketing in Marketing Research: Conclusions

Professor Tracey, director of the Oxford University Centre for fMRI in the United Kingdom, assumed that researchers and scientists will eventually be able to electronically capture the essence of whatever makes a person if fMRI techniques have been improved and overcome all of its limitations.
We can infer from these challenges and limitations that the use of neumarketing techniques in near future is far from the reach of many marketers and practitioners. Methodological complexities and finances are the main causes that restrict the development of neuroimaging techniques in the marketing field. Such complexities will vanish by time as new advanced techniques will presume to this promising science which will lead marketers to alter their perception about the usability of those techniques in marketing. Making the neuroimaging techniques user friendly can also be a decisive factor in the expansion of its usability among marketing professionals.
In today’s visual pollution, considering customers’ behavior and understanding the underlying causes behind their purchasing decisions are key success factors for any company. To obtain immediate and accurate feedback on any product or brand, companies have to reduce their dependence on traditional focus groups and other conventional marketing strategies. The information collected from focus groups might not be reliable; the signals generated from the brain are more apt to deliver truthful feelings and thoughts. What neuroscience has really shown us is that everything we do is filtered by our emotions first. What you see and what you pay attention to are filtered by your emotional state. The future of neuromarketing is promising and presents the standpoint of a quantitative method to inspect the success of promotional contents before expending big budgets on promotional media. It has been increasingly gaining ground in recent years, as it offers a better understanding of the targeted audience’s decision-making process to craft better products and services appropriately. This decision-making process is a far more complex process, and there is no single buying button. Every decision involves different areas of the brain that are being pulled in different directions by varying factors. Bank-customer interactions

In general, concerns about privacy and ethics in neuromarketing research are misplaced and overblown, as there is no mind reading that goes beyond the conventional sense and could read somebody’s thoughts precisely, and it is not possible to happen in the near future. We had superb advertising for many decades, and using neuroscientific techniques can advance the quality of ads, but it is very unlikely that even with some better market research data from brain scans, marketers can create ads that can turn us into a subject like Pavlov’s dog. Each culture is unique, and therefore the impact of ads on our emotional engagement toward commercials would be limited.