NEURO-MAR - Innovation in Science

Company: NEUROMAR, ISTANBUL, TURKEY
Company Description: NEURO-MAR is leading Neuromarketing Consultancy Company in Turkey and a worldwide partner of Neurons Inc. in Turkey.
Nomination Category: New Product Categories
Nomination Sub Category: Award for Innovation in Science

Nomination Title: #BrainIT Neuromarketing Project

Provide an essay of up to 625 words describing the nominated innovation's concept, value, delivery, and impact since July 1 2018:

Nowadays, when it comes to understand customers, most companies use traditional research methods such as surveys and one-to-one interviews to reveal customer insight. However, this approach is often insufficient to reveal true insight. Because we know that written and verbal statementscan be misleading because they are conscious answers. But our brain's responses are real, they don't mislead. This is where consumer neurosciencecomes in to stage! We tried to understand what was happening in the minds of the customers with the neuromarketing research we conducted in this project. With EEG and eye tracking devices, we observed the participants' motivation, emotional engagement, attentionand stress situations. We also supported our research with traditional methods likequestionnaires and one-on-one interviewsas a complement to our research. Thus, we achieved more reliable results.

In fact, the cognitive data we obtain is much more valuable than the data obtained from the artificial intelligence and analytical tools that are very much popular today. Because these technologies offer a rational perspective based on the existing behavioral databut they are insufficient to understand emotions. However, behavior is a result. Therefore, in order to reveal the real insight, one has to go deeper and understand the mental processes that cause behavior, the answer to the question “why?.. We observed how our participants reacted to the stimulus by following the brain waves. We have revealed their true motivation and interest to the new product presentation. What could be better for a marketer than getting these insights?

We simulated the business life of IT executives who face many risks everyday and cannot compromise business continuity with a number of game scenarios. These simulations were performed entirely with real customers, without using any positive or negative leads. We prepared a natural presentation and meeting environment. While theywere watching presentations and participating in task, we were able to see how IT managers responded to uncertainty, management difficulties, their approach to traditional architecture, their response to happiness and the presentation of hyper-integrated IT architectureby monitoring their brainwaves and attention levels. We created a standard meeting environment with 4 cameras hidden in the created environment.

During the project process, we paid utmost attention to the confidentiality of the process. We certainly did not share any information that could affect the results negatively or positively. We monitored consumer data by encrypting itand took care to analyze the data anonymously,protecting participant personal information. We have created an environment in which we can measure by scientific methods in order to reveal customer insight and understand customer experience. With this research, we have observed which value propositions are met by the consumer and which issues are no longer attractive to them.

For the project details visit its website: https: //brainit.techdata.com.tr/en

Watch the video: https: //www.youtube.com/watch?v=g3n3Ic2Zcq4