I was at a conference recently and took many turns through the exhibitors’ booths.
I took many turns through the exhibitors’ booths because I had no idea what I was doing at the conference. I’d been invited and someone else was paying my way, and I hoped seeing the wares presented would offer some insight into why some group would contact me to attend on their behalf and essentially pay me to do so.
Before going further, let me state that I don’t remember any NextStageologist saying or writing “We do neuromarketing.” It’s been said about us often enough and I’ve publicly written that I think people say we do neuromarketing (skim down to “3. What the heck is a NeuroMarketer?” in the link) because 1) it’s a term du jour, 2) they don’t know what else to call us, 3) they’ve called us many pleasant and few unpleasant things in the past and seem to think we change as do the buckets they want to put us in, …
People say “But you guys do so many things” and that’s true. Our response is “That’s because the brain does so many things. The brain doesn’t only make decisions or only control breathing or only look at pretty people or only guess about the future and if the brain could only do one thing we wouldn’t have evolved much beyond amoeba. We do lots of things because, like the brain, we have no limits.”
Okay, we have some limits.
But, as I was typing, some of the vendors did…something…at the conference. I watched. It looked a lot like what I’ve been told is traditional, historical neuromarketing. You know, traditional and historical, like the stuff going back a year or more ago?
It was fascinating.
Now before going any further, none of the people shown here claim to be neuromarketers and that includes NextStage. I merely offer these as examples of what others who call themselves “neuromarketers” do.
Here are some of your NeuroMarketing options…
Option 1 – See the Brain in Real Time
The fellow in the picture above is brilliant. He and his team (if I understood correctly) have developed a cap that generates a image of an individual’s neurophysiology in real time. The medical implications of this are incredible.
But it’s not neuromarketing as I understand it. Seeing the brain work is not the same as knowing what the brain is working on. Seeing specific brain areas associated with likes and dislikes is not the same as knowing what the brain is liking or disliking. Tomograph, fMRIs, neurographs, etc., of heat and blood flow in the brain while showing a picture of a brand product is not the same as that individual wanting, desiring or avoiding that brand product. They are, at best, proxies. There may be a direct connection or they may not be. A dislike of a particular brand might have more to do with a bad memory of someone who used that brand than the brand itself, and building a campaign on such evidence is…is…a really interesting way to spend your budget.
But credit where credit is due, if I ever get a brain lesion, I want the guy in the picture above in my corner.
Option 2 – If the Device Fits, Wear It
The video below is of a young woman being fitted with a device that allows the wearer’s brain to interact directly with an image on a screen. Doing that is impressive. The device itself is nicely designed and packaged. The gentleman in the video is someone trained by the company that markets the device. He’s a trained professional. After two minutes and twenty seconds he still hadn’t gotten the device to work correctly, and he’d applied enough saline solution to make Brylcream proud because this time, a little dab wasn’t doing ya.
Fairness time; lots of people at this conference sat down to have this device placed on their heads. I talked with several of them who wanted to take part but couldn’t because the device couldn’t read their signals reliably if at all.
Option 3 – You Can Find A Company that Claims to do NeuroMarketing
A long standing NextStage client was told by his GM to go talk to the GM’s friend who had started a neuromarketing company. You could tell they were a neuromarketing company because they used “neuromarketing” on their site a lot.
I asked the client how it went. Here’s the conversation:
“Hi! I’m speaking with these guys today, …, it looks like they are taking a similar theoretical approach as you, although their execution is paleolithic compared to yours.”
Be sure to tell them that.
“The guy is a friend of the GM. The GM hears me say the word neuromarketing, this guy says the word neuromarketing, GM says lets all meet. I say, ‘Why would I let them put headbands on 5 people when I can learn way more about EVERY one visiting a site without looking like Olivia Newton-John?’ I can assure you that basically I’m going to tell them they’re in the stone ages. No reason to drive the ford Edsel when you have the rocket car sitting in the garage!”
(a few days later…)
How did it go with your GM’s friend?
“The neuro guy was a joke, an entrepreneur who saw a cool graph on a screen, no plan, no insight, no training, no business plan, not even an elevator pitch nor the brains to run it.”
Hmm…but he has money? Maybe he’d like to buy us out…?
“He doesn’t have that kind of money….”
Sorry it was so ungood. And may I quote you?
Yes, I’ve been working on a response to all the neuro blather and would like to include an anonymous note about someone who went looking for neuro solutions and came up short.
“No problem ;)”
(and here’s to hoping you, dear reader, have similar luck)
Recapping thus far
Thus far we’ve seen the need for devices that may or may not work for everyone, require a skilled professional to place on the test subject’s head correctly, are limited to subjects who basically raise their hand and say “Yes, I’ll wear one of those”, and people with pretty websites, high level friends and are a joke (so said the client, not us).
First, what happens to those people who raise their hands but can’t make the device work? How many will be satisfied with “Here’s your $20 and sorry your head’s not the right shape” or “Here’s your $30 and your brain’s not giving off any signals we can detect” or “Here’s your $50 and our equipment doesn’t seem to be working right now, no need to come back later because it won’t work for you, then, either”?
You’d probably go with a variant of that last one but then you have people walking around telling others how their incredible noggins broke your fancy-dancy mind-reading headgear.
And if people can train their brains to do what’s required, how long do you think it’ll be ’till companies start selling “Brain-Trained” individuals for testing purposes, or offer “Brain-Training” courses and all so that, when the neuromarketing goblins come a’knockin’, your results will be through-the-roof kind-of good?
And you thought buying Fans, Friends and Likes was scummy?
And do remember, none of the folks in the above images claims to do “neuromarketing”. At least they didn’t claim to when I asked (and I did ask and I did ask permission to video and photograph so I could use the video and photographs on one of my company’s blogs). I took the pictures and video because the folks shown above do things that other companies have called “neuromarketing”.
Second, the GM’s friend. Let me repeat myself. “The GM’s friend.”
Option 4 – In the Time You’ve Been Reading…
In the 1-5 minutes you’ve been reading this post, NextStage’s Evolution Technology has analyzed the behaviors of anywhere from 3-25,000 individuals. It has determined how they think, how they make decisions, what types of things convince them, whether or not they believe whatever they’re viewing, whether or not they accept whatever they’re viewing (belief and acceptance are two very different things), when they’re likely to spend money and what needs to be changed on a client’s digital property so that they, the visitor, will spend money on the client’s digital property or in their brick&mortar store. You can get an idea of what NextStage’s Evolution Technology can determine in our example NextStage OnSite reports, you can get an idea of where we’re currently being used on our NextStage SampleMatch Countries listing and you can get an idea what people are saying about everything we do in our Comments section.
And remember, we don’t do “neuromarketing”. We just give you results. From your entire online audience. There’s a lot of neuroscience in what we do, true, and there’s also a lot of anthropology, linguistics, sociology, psychology, mathematics, and other sciences in what we do.
That’s why I prefer to offer that NextStage does NeuroAnalytics rather than NeuroMarketing because we’re more interested in how to use what the brain does naturally to make your marketing work.
As one happy client wrote in my LinkedIn Profile,
I’ve been working with Joseph and his tools now for several years. As a “digital analytics professional”, there are several phrases I can use to describe the man and the technology he creates related to my field of work: game-changing, mind-blowing, visionary.
I don’t use those words lightly. I’ve seen the future of advanced analytics, and it’s the next generation technology Joseph has invented and continues to develop.
How do you measure website engagement? Page depth? Time on site? Top viewed content? Satisfaction surveys? These are proxies for what we in digital analytics think reflects visitor engagement. Now imagine a tool that you could put on your website that silently measures engagement by actually determining how visitors feel about content, without having to ask them.
Then imagine that the same tool can then alter visitor website experience on-the-fly and present more engaging content. Then imagine watching your conversion rates go through the roof.
It’s not fiction or magic. It is a real tool, it is real science, and you can use it on your website to drive real extraordinary business results.
And that’s just the tip of Joseph’s iceberg. He’s continually creating new tools, new technology, and new thinking to enable marketers to measure and enhance the effectiveness of their work in ways that haven’t even been thought possible before.
I consider myself lucky to have met Joseph, and I am continually awed and humbled by the man. If you’re in business and want to do better, I’d suggest you get to know him and his marketing toolbox as well.
If nothing else, you’ll at least get a few good jokes out him!