{"id":8179,"date":"2020-02-25T13:51:38","date_gmt":"2020-02-25T13:51:38","guid":{"rendered":"https:\/\/www.minio.ro\/?p=8179"},"modified":"2022-09-20T19:16:48","modified_gmt":"2022-09-20T16:16:48","slug":"ce-instrument-de-neuromarketing-se-potriveste-business-ului-tau","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/ce-instrument-de-neuromarketing-se-potriveste-business-ului-tau\/","title":{"rendered":"Ce instrument de neuromarketing se potrive\u0219te business-ului t\u0103u?"},"content":{"rendered":"
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\u00cenainte de orice, ar fi util s\u0103 stabilim o defini\u021bie m\u0103car aproximativ\u0103 a neuromarketingului, numit uneori \u0219i neuro\u0219tiin\u021ba consumatorului sau \u0219tiin\u021ba deciziei.<\/span><\/p>\n

A\u0219adar, neuromarketingul<\/strong> se refer\u0103 la cercetarea \u0219i m\u0103surarea proceselor \u0219i func\u021biilor creierului uman \u0219i a altor activit\u0103\u021bi conexe ale sistemului nervos cu scopul de afla dac\u0103 oamenii sunt atra\u0219i sau nu de un anumit tip de con\u021binut, de un brand sau produs.<\/span><\/p>\n

O explica\u021bie mai simpl\u0103 \u0219i mai direc\u021bionat\u0103 spre scopul final al oamenilor din departamentele de marketing ale companiilor ar fi c\u0103 neuromarketigul studiaz\u0103 reac\u021biile neurologice care sunt asociate cu actul de a cump\u0103ra sau diferite emo\u021bii care conduc c\u0103tre acesta<\/strong>.<\/span><\/p>\n

\u00cenc\u0103 din anii \u201870, de c\u00e2nd neuro\u0219tiin\u021bele au ap\u0103rut ca un concept \u00een sine, publicitarii \u0219i marketerii au \u00eenceput s\u0103 se g\u00e2ndeasc\u0103 la posibilitatea de a afla mai multe despre creierul uman cu scopul de a intui mai bine modul \u00een care oamenii reac\u021bioneaz\u0103 la anumi\u021bi stimuli. Desigur, pentru a le vinde acestora mai u\u0219or produsele.<\/span><\/p>\n

Neuromarketingul \u0219i-a dovedit pentru prima dat\u0103 adev\u0103rata valoare \u00een 2004 \u00een cazul celebrului studiu Coca Cola-Pepsi<\/a>.<\/span><\/p>\n

Datorit\u0103 dezvolt\u0103rii accelerate a tehnologiei, mai ales \u00een ultimul deceniu, neuromarketingul a devenit un domeniu de o importan\u021b\u0103 capital\u0103 \u00een rela\u021bia companie\/brand-consumator, astfel c\u0103 unele dintre marile corpora\u021bii mondiale \u0219i-au \u00eenfiin\u021bat laboratoare dedicate.<\/span><\/p>\n

Astfel, \u00een ultimii ani, din ce \u00een ce mai mul\u021bi exper\u021bi \u00een neuro\u0219tiin\u021be p\u0103r\u0103sesc laboratoarele universitare pentru cele ale marilor companii.<\/span><\/p>\n

Ce spun oamenii vs. ce g\u00e2ndesc<\/strong><\/span><\/p>\n

\u00cen mod evident, un studiu bazat pe reac\u021biile creierului uman la diver\u0219i stimuli, fie ei vizuali, auditivi sau tactili, este infinit mai relevant pentru a afla ce influen\u021beaz\u0103 procesul decizional dec\u00e2t studiile clasice \u00een care oamenii sunt pu\u0219i s\u0103 r\u0103spund\u0103 anumitor \u00eentreb\u0103ri.<\/span><\/p>\n

De ce? Simplu. Pentru c\u0103 reac\u021biile chimice \u0219i fizice ale organismului nu pot min\u021bi<\/strong>. \u00cen schimb, oamenii o pot face atunci c\u00e2nd dau r\u0103spunsuri. Sau pot oferi r\u0103spunsuri gre\u0219ite \u00een mod involuntar. S\u0103 lu\u0103m ca exemplu jena de a recunoa\u0219te un anumit aspect sau influen\u021ba normelor sociale. Ori pur \u0219i simplu o anumit\u0103 indecizie de moment. Sau chiar o percep\u021bie gre\u0219it\u0103, adic\u0103 oamenii pot s\u0103 nu fie con\u0219tien\u021bi de ceea ce g\u00e2ndesc.<\/span><\/p>\n

Un studiu dublu realizat de cercet\u0103torii de la Universitatea Emory din Atlanta \u00een 2012 a ar\u0103tat categoric acest lucru. Subiec\u021bii au fost pu\u0219i s\u0103 asculte muzic\u0103 nou\u0103, apoi au fost testa\u021bi \u00een mod clasic, cer\u00e2ndu-li-se s\u0103 indice piesele preferate. Ulterior, ascult\u00e2nd aceea\u0219i muzic\u0103, li s-a \u00eenregistrat activitatea cerebral\u0103, folosindu-se tehnica fMRI despre care voi vorbi \u00een continuarea articolului. Studiul clasic nu a prezis nici pe departe cu aceea\u0219i acurate\u021be v\u00e2nz\u0103rile \u00eenregistrate peste trei ani, a\u0219a cum a f\u0103cut-o studiul neuronal, bazat pe reac\u021biile dintr-o anumit\u0103 regiune a creierului.<\/span><\/p>\n

Desigur, ca \u00een orice alt domeniu, nici \u00een neuromarketing nu suntem preg\u0103ti\u021bi s\u0103 afl\u0103m ceva ce ar fi absolut \u0219ocant \u00een raport cu ceea ce cunoa\u0219tem la un moment dat.<\/span><\/p>\n

Au trecut mai bine de opt ani de c\u00e2nd expertul \u00een branding Martin Lindstrom<\/strong> a f\u0103cut v\u00e2lv\u0103 cu articolul s\u0103u publicat \u00een The New York Times<\/em>, intitulat You Love Your iPhone. Literally<\/em><\/a>. Prin intermediul acestui articol, Lindstrom sus\u021binea c\u0103 sentimentul pe care utilizatorii de iPhone \u00eel au fa\u021b\u0103 de device<\/em>-urile lor este similar cu dragostea. Studiul era efectuat de asemenea, cu ajutorul tehnicii fMRI ca \u0219i \u00een cazul prezentat mai sus.<\/span><\/p>\n

44 de profesori universitari din domeniu au semnat imediat o scrisoare \u00een care se declarau total \u00een dezacord cu studiul lui Lindstrom. \u0218i totu\u0219i, se pare c\u0103 o echip\u0103 de cercet\u0103tori de la Universitatea din Pennsylvania este pe punctul de a demonstra c\u0103 Lindrom a avut dreptate.<\/span><\/p>\n

Este inutil s\u0103 vorbim despre c\u00e2t de important este s\u0103 \u00een\u021belegi cum func\u021bioneaz\u0103 creierul clien\u021bilor sau poten\u021bialilor t\u0103i clien\u021bi, dar este cu adev\u0103rat important s\u0103 \u00een\u021belegem care sunt modalit\u0103\u021bile \u00een care o po\u021bi face c\u00e2t mai potrivit pentru tipul de informa\u021bii pe care vrei s\u0103 le ob\u021bii. Altfel spus, ce tool<\/em>-uri s\u0103 folose\u0219ti \u00een func\u021bie de obiectivul urm\u0103rit<\/strong>.<\/span><\/p>\n

\u00cen momentul de fa\u021b\u0103, la nivel mondial, instrumentele \u0219i tehnicile de studiu \u00een neuromarketing sunt fMRI (functional magnetic resonance imaging<\/em>), EEG (electro-encephalogram<\/em>), eye-tracking, biometrics \u0219i facial coding. S\u0103 le analiz\u0103m pe r\u00e2nd:<\/span><\/p>\n

fMRI<\/strong><\/span><\/p>\n

Extrem de popular \u00een mediile academice \u0219i medicale, fMRI (functional magnetic resonance imaging<\/em>), adic\u0103 imagistic\u0103 prin rezonan\u021b\u0103 magnetic\u0103 func\u021bional\u0103, nu este folosit foarte mult \u00een cercet\u0103rile f\u0103cute de agen\u021biile de neuromarketing. Primul motiv ar fi costul ridicat. Vorbim de c\u00e2teva milioane de dolari cost de achizi\u021bie al aparatului, apoi costul de operare, aproximativ 1000 de dolari pe or\u0103, conform unui articol<\/a> publicat \u00een impactbnd.com. Al doilea motiv \u00eel reprezint\u0103 faptul c\u0103 este destul de intruziv: subiec\u021bii trebuie s\u0103 stea nemi\u0219ca\u021bi \u00eentr-un tub foarte asem\u0103n\u0103tor cu cel \u00een care stai c\u00e2nd \u00ee\u021bi faci un RMN. \u00cen plus, un astfel de studiu trebuie neap\u0103rat realizat \u00eentr-un laborator.<\/span><\/p>\n

Rezultatele sunt \u00eens\u0103 extrem de precise, iar dintre toate tehnicile de studiu neuronal, aceasta ofer\u0103 cea mai clar\u0103 imagine a emo\u021biilor. fMRI folose\u0219te c\u00e2mpuri magnetice \u0219i unde radio, detect\u00e2nd afluxul de s\u00e2nge din anumite p\u0103r\u021bi ale creierului \u0219i produc\u00e2nd imagini clare ale activit\u0103\u021bii cerebrale.<\/span><\/p>\n

fMRI ne arat\u0103 ce regiuni ale creierului sunt active atunci c\u00e2nd tr\u0103im anumite sentimente sau st\u0103ri cum ar fi dragostea, ura, frica, pl\u0103cerea, fericirea, excitarea etc.<\/span><\/p>\n

Aceast\u0103 metod\u0103 ne ofer\u0103 date despre r\u0103spunsurile emo\u021bionale ale consumatorului, nivelul s\u0103u de engagement<\/em> \u0219i efectul avut de reclam\u0103 asupra sa<\/strong> (ceea ce \u00ee\u0219i aminte\u0219te dup\u0103 ce o vede).<\/span><\/p>\n

fMRI se folose\u0219te \u00een special pentru a stabili pre\u021buri \u0219i a \u00eembun\u0103t\u0103\u021bi brandingul<\/strong>.<\/span><\/p>\n

 <\/p>\n

EEG<\/strong><\/span><\/p>\n

Electroencefalograma se realizeaz\u0103 cu ajutorul unei structuri format\u0103 din electrozi \u0219i amplasat\u0103 pe capul subiectului. Aceasta m\u0103soar\u0103 undele electrice provocate de creier \u0219i detecteaz\u0103 anumite emo\u021bii, cum ar fi furia, dezn\u0103dejdea, bucuria etc.<\/span><\/p>\n

Spre deosebire de fMRI, EEG nu ajunge at\u00e2t de ad\u00e2nc \u00een creier pentru a cerceta a\u0219a-zisul centru al pl\u0103cerii<\/em> \u00een am\u0103nunt. Totu\u0219i, rezultatele oferite de o electroencefalogram\u0103 sunt uimitor de exacte.<\/span><\/p>\n

EEG reflect\u0103 \u00een primul r\u00e2nd nivelul de engagement<\/em> al consumatorului \u0219i efectul avut de reclam\u0103 asupra sa.<\/strong><\/span><\/p>\n

Se folose\u0219te mai ales pentru a \u00eembun\u0103t\u0103\u021bi reclamele \u0219i brandingul. <\/strong><\/span><\/p>\n

Eye-tracking <\/strong><\/span><\/p>\n

Mult mai ieftin\u0103 dec\u00e2t primele dou\u0103, eye-tracking<\/em>-ul este o metod\u0103 care aduce o gam\u0103 larg\u0103 de informa\u021bii utile despre consumator, mai ales c\u00e2nd este folosit\u0103 \u00eempreun\u0103 cu biometria.<\/span><\/p>\n

Eye-tracking<\/em>-ul poate \u00eenregistra direc\u021bia \u00een care este \u00eendreptat\u0103 privirea, dar \u0219i gradul de dilatare al pupilelor. Primele date ne arat\u0103 ce le atrage aten\u021bia consumatorilor \u0219i ce \u00ee\u0219i amintesc \u00een primul r\u00e2nd. Dilatarea ne relev\u0103 gradul de engagement<\/em>, c\u00e2t de entuziasmat \u0219i de atent este consumatorul fa\u021b\u0103 de produsul respectiv.<\/strong><\/span><\/p>\n

Aceast\u0103 tehnic\u0103 se folose\u0219te cu mare succes la design-ul de website-uri, crearea de reclame (fie ele statice sau \u00een mi\u0219care) sau packaging. <\/strong><\/span><\/p>\n

Biometrics<\/strong><\/span><\/p>\n

Datele biometrice se refer\u0103 la conductibilitatea pielii (galvanic skin response<\/em>), ritmul b\u0103t\u0103ilor inimii \u0219i al respira\u021biei. O serie de electrozi conecta\u021bi cu pielea consumatorului arat\u0103 modul \u00een care acesta reac\u021bioneaz\u0103 la stimuli din punct de vedere psiho-fiziologic.<\/span><\/p>\n

Biometrics<\/em> ne arat\u0103 \u0219i el cu acurate\u021be gradul de engagement al subiectului. \u00cen acela\u0219i timp, ne d\u0103 o informa\u021bie foarte util\u0103: dac\u0103 acesta r\u0103spunde pozitiv sau negativ la interac\u021biune. <\/strong><\/span><\/p>\n

Ca \u0219i eye-tracking<\/em>-ul, biometrics este un instrument util pentru crearea \u0219i \u00eembun\u0103t\u0103\u021birea reclamelor<\/strong>, indiferent c\u0103 vorbim de key visual<\/em>-uri, diverse tipuri de materiale in-store sau clipuri video. De fapt, a\u0219a cum spuneam \u0219i mai sus, \u00eempreun\u0103 cu eye-tracking<\/em>-ul aduce o imagine complet\u0103 asupra emo\u021biilor \u0219i a modului de a ac\u021biona al subiectului.<\/span><\/p>\n

Facial coding<\/strong><\/span><\/p>\n

Decodificarea facial\u0103 identific\u0103 expresiile faciale ale subiectului. Acestea sunt asociate cu diverse st\u0103ri pe care le tr\u0103ie\u0219te, ceea ce conduce de asemenea la o bun\u0103 \u00een\u021belegere a emo\u021biilor<\/strong> care duc \u00een cele din urm\u0103 la decizia de achizi\u021bie.<\/span><\/p>\n

\u0218i acest tool<\/em> este util pentru a \u00eembun\u0103t\u0103\u021bi reclamele de orice tip. <\/strong><\/span><\/p>\n

Un tabel explicativ despre instrumentele folosite \u00een neuromarketing poate fi g\u0103sit \u00een acest articol<\/a> din Harvard Business Review.<\/span><\/p>\n

\u00cen Rom\u00e2nia, neuromarketingul este abia la \u00eenceput, dar agen\u021biile \u0219i companiile sunt din ce \u00een ce mai interesate de sfera neuro\u0219tiin\u021belor aplicate \u00een publicitate \u0219i marketing.<\/span><\/p>\n

Primii pa\u0219i sunt deja f\u0103cu\u021bi, iar psihologia cognitiv\u0103 e gata s\u0103 devin\u0103 \u0219i la noi o metod\u0103 esen\u021bial\u0103 \u00een studiile din domeniul comunic\u0103rii publicitare.<\/span><\/p>\n

 <\/p>\n

Marius Cioroab\u0103
\nSenior Copywriter Minio Studio<\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

\u00cenainte de orice, ar fi util s\u0103 stabilim o defini\u021bie m\u0103car aproximativ\u0103 a neuromarketingului, numit uneori \u0219i neuro\u0219tiin\u021ba consumatorului sau \u0219tiin\u021ba deciziei. A\u0219adar, neuromarketingul se refer\u0103 la cercetarea \u0219i m\u0103surarea proceselor \u0219i func\u021biilor creierului uman \u0219i a altor activit\u0103\u021bi conexe ale sistemului nervos cu scopul […]<\/p>\n","protected":false},"author":2,"featured_media":13577,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,231,570],"tags":[],"class_list":["post-8179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-home","category-team","category-advertising-en"],"yoast_head":"\nCe instrument de neuromarketing se potrive\u0219te business-ului t\u0103u? - Minio Studio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/minio.ro\/en\/ce-instrument-de-neuromarketing-se-potriveste-business-ului-tau\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ce instrument de neuromarketing se potrive\u0219te business-ului t\u0103u? - Minio Studio\" \/>\n<meta property=\"og:description\" content=\"\u00cenainte de orice, ar fi util s\u0103 stabilim o defini\u021bie m\u0103car aproximativ\u0103 a neuromarketingului, numit uneori \u0219i neuro\u0219tiin\u021ba consumatorului sau \u0219tiin\u021ba deciziei. A\u0219adar, neuromarketingul se refer\u0103 la cercetarea \u0219i m\u0103surarea proceselor \u0219i func\u021biilor creierului uman \u0219i a altor activit\u0103\u021bi conexe ale sistemului nervos cu scopul […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/minio.ro\/en\/ce-instrument-de-neuromarketing-se-potriveste-business-ului-tau\/\" \/>\n<meta property=\"og:site_name\" content=\"Minio Studio\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-25T13:51:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-09-20T16:16:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/minio.ro\/wp-content\/uploads\/2020\/03\/MI1921_headereTemplate_1-2_ASA_09sep22_53.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1695\" \/>\n\t<meta property=\"og:image:height\" content=\"793\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Andrada Ionescu\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Andrada Ionescu\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/minio.ro\/en\/ce-instrument-de-neuromarketing-se-potriveste-business-ului-tau\/\",\"url\":\"https:\/\/minio.ro\/en\/ce-instrument-de-neuromarketing-se-potriveste-business-ului-tau\/\",\"name\":\"Ce instrument de neuromarketing se potrive\u0219te business-ului t\u0103u? 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