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Shopper Marketing Volume 3: Neuroscience
Eye tracking, biometrics and facial coding are all being used by marketers to figure out what motivates shoppers. Here's what you need to know about neuromarketing.
July 25th, 2011By Lisa Terry
In this third issue in our quarterly series, Ad Age Insights explores the world of neuromarketing, and how marketers are using new technology to discern what motivates shoppers. Eye tracking, biometrics and facial coding are all being used by marketers to figure out what motivates shoppers. In this report, you’ll learn: How research firms are using neuromarketing to get beyond what consumers say to ascertain how they truly behave; How biometrics, eye-tracking and other monitoring of shoppers’ responses while engaged in shopping has changed the way marketers stock shelves and arrange signs in-store;How consumers’ emotions are being measured and gauged to predict how they will react to brands and brand messages; What the skeptics think and how the Advertising Research Foundation is taking steps to verify results and recommendations for how to use neuromarketing findings. Copies of this reportcan be purchased for $249, for non-subscribers, and $199 for Ad Age subscribers. Other issues in the series explore partnering with retailers and agencies, strategies for search, mobile and social media, and successful case studies from five leading practitioners.
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by Ken Schept
by Ken Schept
by Lisa Terry