The Buying Brain: Secrets for Selling to the Subconscious Mind

Chapter 10. Neuromarketing Measures and Metrics

At the end of this chapter, you'll know and be able to use the following:

• The three primary NeuroMetrics used to assess the neurological effectiveness of stimuli, and how they combine to deliver an Overall Effectiveness Score

• The three Market Performance Indicators that are derived from the primary NeuroMetrics

• Why the Deep Subconscious Response methodology is such a powerful tool to identify and quantify brand attributes

In the chapters that follow, I am going to take you on an unprecedented tour into the five major areas of neuromarketing practice at NeuroFocus: brands, products, packaging, advertising, and in-store marketing.

In doing so, we are going to have many chances to talk about a toolkit of metrics—we call them NeuroMetrics—that we have developed to better understand how our brains process and respond to all these aspects of marketing. These NeuroMetrics represent the building blocks of our business and, as such, I would like to introduce them to you here.

My purpose is not to get into a deeply scientific discussion. I assume you are not a neuroscientist, nor do you want to become one just to understand how neuromarketing works. But, I do want you to appreciate that a tremendous amount of scientific effort has gone into the formulation and development of these metrics, and that they are based on established procedures, principles, and findings that have been honed in research labs around the globe and published in some of the ...