Marketing Mind-reading, you want to learn?

How many times marketers want to be like "Dahua West Tour" in the Purple Xia Fairy, drilling into the customer's heart to see what he is thinking? How many times marketers like the Purple Fairy in the West, into the customer's heart to see what he was thinking?

"Non-interference" There is a joke: female guests were born poor inspirational male guests moved to tears Ripple, repeatedly praised, and then uniform lights, "ten moving but refused."

All say girl's mind boy you don't guess, guess also can't guess, in fact Enterprise Questionnaire survey encounter and this is similar. The answer to the question and the customer's actual thinking behavior are always different.

One of my girlfriends almost drove the real estate agency Crazy: She could pick out countless "structural problems" for a perfect apartment, but never tell the agency and her husband that she didn't want to stay too close to her mother-in-law. When my mom and I went shopping, the vendors knew she blamed the bad clothes, but the women's bargaining tricks! As for the last example of weapons of mass destruction--male friends, if you ask your girlfriend what she wants to eat, she answers casually, then you are so casual, what happens?

No wonder Mario D ' Amico, senior vice president of the famous Cirque du Soleil (cirquedu Soleil), exclaimed: "How can you expect people to tell you what he's thinking?" If we ask our customers what they want, we'll have to do Swan Lake every day! "

Because of the social norms, cultural pressure, personal privacy, frame effect and other reasons, the traditional marketing research and investigation means more and more difficult to obtain real customer attitude information, making marketing work often ineffective, counterproductive. How many times marketers want to look like the purple fairy in the "Dahua Tour", into the customer's heart to see what he is thinking?

Now, this illusion is becoming reality--the latest US brain scans (Brain Scan), eye Tracking (Eye tracking) technology and the widely used joint analysis (conjointanalysis), so that we can learn through cognitive neuroscience, Experimental engineering and statistical analysis of scientific "crystal ball" to detect consumer real psychological activities, and then optimize the marketing strategy.

Brain scans straight through the subconscious

I am teaching the brand class favorite to do, that is, Coca-Cola and Pepsi bottle to remove the brand label, modelled on the "good voice of China", so that students "blind test" which is better to drink. The result is the same as what marketers have been measuring for years: when there is no brand identity, more consumers think Pepsi is good. But when there is a brand logo, more consumers think Coca-Cola is good to drink.

Coca-Cola sells better in real life. Why is that? Some might say the brand effect. So how does the brand effect affect taste and brain judgment?

A big hot American drama "Lie To Me" ("Do not Lie to me"), so that everyone turned into a big detective, research on the micro-expression. A polygraph is a lie detector, while a heart reader is the right to read-functional magnetic resonance imaging (fMRI), which is like a intracranial camera that scans brain activity at any time, decoding cognitive information in the brain directly into images.

We all know that different areas of the brain correspond to different functions. Consumers in the emotional, decision-making and other activities, different regions of the brain wave signal will be different. For example, when we want to have a luxury, the 10th visual projection area of the frontal lobe of the brain is excited, and this area is usually closely linked to people's self-awareness and social orientation. Brain scans can accurately capture this distinction.

Back to the example of Pepsi, brain scans have found that when tasting Cola without a brand name, Pepsi triggers a stronger stimulus in the brain region associated with an instant "reward center", allowing us to think that Pepsi is better than Coca-Cola, but when tasting a labeled Cola, Coca-Cola and long-term "memory thinking" There is more intense activity in the brain regions involved. It may be that the brand is influenced by consumer choice through memory cognition, and strong brands can let us ignore our taste buds.

In other words, if marketers learn about the mechanisms that stimulate the activity of the neocortex, then perhaps the future will be like the movie inception, stealing subliminal messages implanted into consumers. This may sound scary, but a magical brain scan does help us measure marketing-related reactions, guide us in making decisions about how to sell goods, and use it to better understand and analyze consumer preferences.

It now costs 1000 dollars a day for scanners, down to about 100 dollars in a helmet-scan headset, which is better than knowing what the consumer can do to help an enterprise. No wonder brain scans have been identified by Nielsen market research companies as one of the main tools for future advertising and market studies.

Eye tracking, psychological activity.

"The eye is the window of the mind. The same applies in experimental psychology. A glimpse of the consumer's psychological activity can be achieved by tracking the movement of the eyeball. The device for capturing eye movement information can be infrared devices, image acquisition devices, or even a camera on a typical computer or mobile phone. This means that the application cost of eye tracking is lower, the space is wider, the marketing will enter into the era of "eyeball catching".

In daily life, the hottest vehicle for eye tracking is mobile phones and computers. Samsung Galaxy S3 S4 mobile phones, for example, can control the lock-screen time by detecting the user's eye state or scroll the page up and down, as long as it detects that the user is staring at the phone screen, and the screen doesn't close even if the user does nothing.

And the most dazzling concept is that this August Google announced the registration of "pay-per-View" (Pay-per-gaze) advertising technology patents, breaking the traditional "per click Charge" (Pay-per-click). The technology will use eye sensors such as Google glasses to identify consumers looking at and how to look at ads on the internet, on television, on billboards, on paper and on other traditional media.

This August Google announced the registration of "pay-per-View" (Pay-per-gaze) advertising technology patents, breaking the traditional "Pay-per-click" (Pay-per-click). This August Google announced the registration of "pay per watch" advertising technology patents, breaking the traditional "per click charges."

Google's idea is to measure the length of time people stare at ads and to judge their emotional responses to advertisements based on pupil dilation. Google, for example, finds that search-user habits conform to the common F-type distribution (pictured). Therefore, in the web design, the media should pay attention to the most critical information in the F-type area. and whether on the website or in the supermarket, you may find that some customers ' eyeballs are moved by price tag, some eyeballs are moved by brand name, and some eyeballs move according to product performance. Then, the next step in guessing customer decision-making standards, adjust the shelf placement, providing personalized services, marketers can do to the enemy, have prepared.

Joint analysis

Back to the beginning of this article, boys pick restaurants for their girlfriends. Love to play Detective killing. You may know that the information you ask for a question is not enough to form a judgment, but if you ask a series of questions to study the sequence of choices, then you can analyze the logical process.

Now let's start the game. For example, suppose we choose restaurant decision factors including decoration mood, food quality and final price, assuming that each factor has two grades (light for candlelight or bright public, food is delicious or not tasty, the price is 100 yuan or 200 yuan), then we have 8 kinds of restaurant choice. Now look at the table below, what is your first choice?

As long as we do not install tyrants and appetite is normal, rational tells us should choose the most inexpensive restaurant, then the first choice of course is a or E. Let's say we choose restaurant a first, and then I'll tell you, "Sorry, restaurant A is out of order." "Which of the remaining seven restaurants would you choose?"

If your choice is B, that through logic we know that you are really enjoying the candle food, the price is the least important factor for you; If your choice is C, then we can introduce you need cheap and the flavor of the restaurant, food is not delicious is secondary; If your choice is E, Then we can guess that you like cheap restaurants, mood lights don't matter. Note: If your choice is D, F, G, H (that is, a change over a factor), then you can only prove that the logic is bizarre, marketing researchers can confirm this choice is invalid sample, remove screening.

The game can be done all the time, for example, if the second choice B is not available, then what is your third choice? If your answer is C, then we can infer that you are a real petty bourgeoisie, preferring to continue sacrificing the quality of food to ensure the most important candlelight dinner.

The first round we analyzed the least important factor for you, and the second round we analyzed the most important factor for you-candlelight. Look, although we didn't ask you directly, hey, what do you pay attention to when you choose a restaurant? But through your sorting choices, we analyze and infer your real preferences. This is the joint analysis (conjoint analyses, also translated into interactive analysis).

A joint analysis begins with a consumer's overall preference for a product or service, from the consumer to the different attributes and their level (such as price, color, style and unique functions of products, etc.) of the overall evaluation of products, you can get the information needed for joint analysis, speculated that the characteristics of the products can best be welcomed by consumers.

Joint analysis has been widely used in the United States for decades. At the Courtyard by Marriott Hotel Group (Courtyard by Marriott), hotel marketers speculate and customize the best room service for their guests through a joint analysis of their services (such as whether they need coffee machines, hair dryers, laundry services, etc.). And to the beginning of this article my girlfriend of this customer, South Carolina, a real estate agent Carolina chose not to directly ask their preferences, but in a door to send a pile of pictures: A and B house, which do you prefer? What about A and c? So repeatedly, do not worry about dialing the heart of the customer's abacus.

Brain scans, eye tracking, joint analysis are the application of science and technology in marketing, the ultimate goal is to better understand customers and create value for customers. Marketing is an observation of people, understand people, play moving art, marketing is a rigorous mechanism system, rely on data facts to speak social science. The left hand is the psychological tarot card, the right hand is the science key, the marketing reads the mind, you have learned?