Neuromarketing – which uses neuro- and cognitive science to identify customer needs, desires and preferences – is grabbing the attention of industry. Compared to traditional marketing, which uses surveys to tap the conscious mind, neuromarketing tries to enter the subconscious. But how does neuromarketing work? Which tools and techniques are required to successfully implement it and, crucially, how can its principles be adapted into a company’s strategy?
At a recent joint session of the India CEO and CMO Forums in Delhi, Professor Arvind Sahay, who teaches neuroscience, consumer behaviour, brand management and high-tech marketing, among other subjects, at IIM – Ahmedabad, decoded these questions. This podcast summarises some key takeaways from the session.