Wednesday, February 17, 2010
Campbells goes deep for soup
The subject of neuromarketing first came up in the discussion and assignment on the video The Persuaders. The Wall Street Journal reports today how Campbell Soup is using neuromarketing techniques to get consumers to buy more soup, which it turns out is a slow growing category. The article reports that Campbell has been studying “microscopic changes in skin moisture, heart rate and other biometrics to see how consumers react to everything from pictures of bowls of soup to logo design." This approach is a far cry from the traditional focus group or consumer attitudinal survey. And, it goes beyond the kinds of deep psychological analysis utilized by Clotaire Rapaille. I first became aware of neuromarketing when medical turned marketing researches utilized MRIs to study consumer reactions to television commercials.
Researchers could see what areas of the brain “lit up” as the commercial progressed. This allowed the advertiser to edit the commercial for maximum emotional effect. Clearly, we are going to see more of this as marketers utilize multiple techniques to get inside our heads. This is not about consumer psychology; it’s about biometric responses to marketing issues. Welcome to the future.