There is nothing new about Malcolm Gladwell's disdain for focus groups, he made that real clear again to a group of advertisers at our TV Ad Forum last year. What I do like about Gladwell's ongoing discussions on this topic is it brings much needed attention to what part of the brain makes decisions when choosing brands: the thinking brain (neo-cortex) or the feeling brain (mammalian).
We discussed this topic in the ANA's Integrated Marketing Communications training seminar on what part, as a marketer, you want to reach.
Neo-cortex (thinking)
More improtant for: Business to business brands and high ticket/low frequency items (homes, cars)
Key drivers:
- Word of mouth
- "Expert" endoresement
- Past favorable experience
- Warranties/guarantees
- Strong service support
And the mammalian brain (feeling):
More improtant for: Consumer brands and low ticket/high frequency items
Key Drivers:
- Advertising
- Design/Appearance
- Celebrity endoresement
- Trends/fashion
I'm a big fan of studies involving neuroscience and marketing. The accessibility of this information has always been the barrier for many non-science oriented martketers (like myself). It will be interesting to see how developments in this field progress, especially with engagement as such a hot topic.
Recent Comments