Marketers spend enormous amounts of time and money trying to “get in the head” of their target consumers. They want to understand who they are, what they like and which channels are most effective at reaching them. At times making these decisions can feel like pure magic, other times it’s closer to lucky guesswork.
Yet while we’ve been busy tackling these challenges, scientific advancements in the field of neuromarketing have finally given us the hard data to know what kinds of advertising will work, and what won’t.
In this episode of the Power of Audio, we talk with Pranav Yadav, the CEO of Neuro-Insight. His company is on the forefront of applying neuroscience technology to the world of advertising. The central belief behind his work? That most of the decisions made in our brains take place in the subconscious. So on the one hand, this means marketers must create brand messages that resonate with the subconscious. And on the other, it means that all self-reported data collected from surveys, focus groups and the like have only ever been able to tell us what our customers think they feel.
To get to the bottom of what makes advertising work, we asked Pranav to explain how marketers can make their ads more impactful. According to him, it all comes down to whether the message is stored in our lateral prefrontal cortex (or long-term memory).
Tune in above to learn what kinds of messages light up our long-term memory, and how marketers can use science to better predict consumer behavior in-market. We promise this is one science lesson you don’t want to miss.