Guest post: Wenda Kielstra on what you need to know about neuromarketing


I proudly present the bright young mind that is Wenda Kielstra, writing a guest post for Triggerpulling. Wenda runs an innovative consumer behavior research company called Consumatics in Haarlem, the Netherlands. We have worked together on a music research project and her fresh views and ideas are a great contribution to Triggerpulling. So without further redo, the first guest post by Wenda Kielstra:


“We like the bookstore, but we buy at Amazon”

Thursday the 3rd of October I was at a convention of the NMSBA in Amsterdam, named Neuro Retail Revolution. This is an initiative of neuromarketing specialists from all over the world. I would like to give you a short summary with some advises for you!

It was a stuffed day with another speaker about every 45 minutes. There were French people who spoke about ‘haute’ beverages (or was it hot beverages?), Commercial Turkish men, Polish professors, a former specialist from PepsiCo and a lot more. I will talk about a few speakers that were very interesting to me.

Guilty pleasures
“Gender differences are bigger than cultural differences” was one of the statements from Michelle Adams (@marketingbraino). From that moment on I was on the edge of my seat.

She spoke about ‘guilty pleasures’, like snacks and sweets. She gave an example about donuts in a supermarket. Research has shown that when donuts are put on a shelf with POS material, 68% of the consumers who touched the donuts actually bought them! This example shows us that it is really important that consumers can touch products.

The concept of eye tracking was discussed several times during the day. In what direction do the eyes of a shopper move? I was very fascinated when Michelle said that consumers have more attention for a product when it is not put in the right place. For example, can you find a croissant between the bottles of coke? Consumers focus automatically on the croissant and look at it longer than at other products. It is an idea to use this knowledge and put a “surprise” in your store or catering facility.

Cosy together

Show pictures of people that are together. Consumatics mentions mirror neurons and mimicry often. People are happier when they see other people having fun. Or they imitate others. People also buy a product a lot quicker. Try to use the (natural) pictures near the products, shelves or in the window.

Liking is not wanting
‘We like the bookstore, but we buy at Amazon’ Phil Barden said (@Philbarden at Decode).This is a very important comment and for me it is also very recognizable. People can be very enthusiastic in focus groups, but to buy the product eventually is something different. It is great to see how neuromarketing can add value to the knowledge of the unaware behavior of consumers. At this moment in time the focus of neuromarketing is more about ‘what happens’ than ‘why does it happen’. With the new researches in the coming year I expect more will be known about the WHY-factor.

4 golden rules from Professor Stephen Sands

Catch and maintain the customers’ attention by;

·         Showing faces of people on the products or packaging.

·         Make use of storytelling!

·         Music, jingles, voiceover… Stephens’s explanation; “Think about a movie without a soundtrack” of course it appears to be different.

·         Use as little text as possible and a lot of pictures

These were a few highlights! Follow @consumatics for more tips and advice about unconscious behavior of customers and neuromarketing!

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