Humanizing the Customer, via Neuromarketing

Emotion influences our personal relationships, business choices, and buying decisions. That’s emotion in the moment — situational and reactive — as well as attitudes and expectations formed over lifetimes of experiences and interactions.Research and insights professionals apply text and sentiment analysis to mine, classify, and quantify opinion and emotion, drawing on surveys and customer interactions and online and social sources. The latest Greenbook Research Industry Trends (GRIT) report places social-media analysis and text analytics research use at 48% and 45% respectively, with total interest at 76% and 72%, lagging only two data-collection mechanisms, mobile surveys and online communities. Yet we need other, complementary methods to create a complete picture. In particular, “neuroscience and behavioral science research has begun to fuel new techniques for affecting human emotions,” according to customer experience authority Bruce Temkin. While GRIT-reported uptake of neuromarketing, applying neuroscience, is…


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