Neuromarketing will have a role in your next online purchase

In Digital India, where smartphone and Internet adoption are booming, traditional marketing methods no longer suffice. With 751.5 million Internet users and an Internet penetration rate of 52.4%, digital engagement is the way to reach maximum consumers—but this is a crowded space with a plethora of challenges making it difficult for brands to stand out.

Traditional methods like market surveys, focus groups, and in-depth interviews have limitations, and fall short in this ever-evolving digital landscape. They lack the depth needed to gain a true competitive edge. Neneuromarketing, which combines neuroscience with marketing strategies to reveal insights beyond conscious responses, could be the answer.

Unlike traditional segmentation based solely on demographics and click-through rates (CTRs), neuromarketing allows brands to understand the emotions and motivations that shape consumer decisions. This allows businesses interpret unspoken consumer needs, and create campaigns that resonate at a deeper level.

Decoding the consumer mind

Traditional research methods are limited by conscious bias, where consumers often say what they think they feel, which may be very different from their subconscious reactions. Neuromarketing tools like electroencephalography (EEG) and eye tracking break through this barrier and capture emotional responses to content, such as advertisements or websites.

EEG maps brainwave data that allows marketers to see exactly when and where a consumer’s brain ‘lights up’ during an interaction with a brand. This enables brands to test multiple advertisement concepts or content strategies, choosing those that elicit the strongest positive emotional responses.

Eye-tracking technology reveals precisely where consumers focus their attention. By analysing gaze patterns and heatmaps, marketers determine if key messages — such as discounts, offers, or product features — are effectively communicated.

These technologies help brands create deeper, more emotional connections with consumers. Instead of guessing, businesses can use data to craft content that resonates, driving stronger loyalty and higher engagement.

Personalisation at a deeper level

Personalisation has become a buzzword, but truly effective personalisation goes beyond simply addressing consumers by their names or recommending products based on past purchases. In a market as diverse as India, where cultural nuances significantly influence consumer responses, instead of just relying on algorithms that track clicks, neuromarketing enables brands to understand and cater to nuanced consumer needs.

A Deloitte study found that 63% of consumers are more likely to engage with brands offering personalised experiences. A neuromarketing study might reveal that certain colours or imagery evoke trust in a target audience, enabling the brand to design advertisements or packaging that subconsciously fosters consumer loyalty.

Predictive insights and optimisation

In India, users are spending an average of 6.5 hours online daily, making predictive insights invaluable to marketers. These insights help brands to anticipate consumer behaviours, guiding strategic decisions for product launches, advertisement campaigns, and customer engagement initiatives.

India’s diverse user base demands more than a one-size-fits-all approach to user experience. By analysing user interactions through advanced neurotools like EEG and eye-tracking, marketers can gain a nuanced understanding of how users interact with digital platforms like websites or apps, and identify elements that create friction or delight.

For example, for an e-commerce site, facial biometric data may reveal stress points during the checkout process, like a lengthy payment journey. Neuromarketing techniques can help organisations identify and address these frustrations, ensuring a smoother, more pleasant experience that increases the likelihood of successful purchases.

A new approach

Apart from marketing strategies, neuroscience is also shaping product development. Understanding consumer desires can make or break a product's success. By analysing consumer screen scrolling, reactions to personalised advertisements, and implicit response times, companies can assess preferences before a product hits the shelves.

For instance, a tech startup might test different versions of a new app interface, using EEG data to gauge which design triggers more positive neural responses. This allows the company to refine its product based on real-time brain feedback, rather than waiting for post-launch user complaints. The result is a product that aligns more closely with consumer expectations from the outset, reducing the risk of costly redesigns.

Future of neuromarketing

In 2023, neuromarketing was valued at $1.57 billion. It is expected to reach $3.56 billion by 2032. This growth highlights neuromarketing’s transition from a niche field to a transformative force in consumer engagement.

In the years ahead, brands that embrace neuromarketing will gain a competitive edge and will stand out, fostering stronger relationships and long-term loyalty.

(Rajiv Lamba is Founder and CEO, NeuroSensum)

Disclaimer: The views expressed above are the author's own. They do not necessarily reflect the views of DH.