Use of Techniques From Neuroscience in Today's Marketing

Using knowledge from neurosciences to market to consumers is nothing new but scanning consumers' brains to gauge their response to commercials is gaining in popularity.

Esteban Ribero, senior strategic planner at Lapiz says there are dangers in looking for answers to consumer behaviors using these techniques but there is tremendous value in using them as part of the overall strategic planning process. In his presentation to account planners at the Association of Hispanic Advertising Agencies 23rd Semi-Annual Conference, Ribero shared with an audience of account planners that opening the black box - the brain - is not the ultimate solution to effectively
market to consumers.

Account planners seek to understand the motivation behind consumer behavior and use insight and consumer perspective to provide the foundation for innovative concepts and creative execution. Borrowing the techniques and tools from neuroscientists to get to know the consumer better may offer some direction but it's not that easy, according to Ribero. "Scanning consumers' brainwaves while they watch ads and discuss concepts is a new fad and some are suggesting it is a way to bypass focus groups," Ribero says. "I want to open up the debate for account planners who are searching for the truth. I think there are huge dangers in basing our campaigns
solely on this type of information."

Ribero's presentation and interactive discussion with account planners from the Hispanic marketing industry was part of AHAA's skill-building workshops planned to challenge creative thinking and approaches. The conference was designed to spark ideas and debate, and maybe create a little controversy according to Jackie Bird, AHAA chairwoman and president of Wing Latino.

"It is imperative that we keep on top of trends that will continue to propel our industry forward," Bird says. "Our planners, and frankly all of the professionals in our business, need to understand new tools so they can use them effectively in delivering exceptional work to our clients. We can't rely on what's been done in the past to communicate with Latino consumers of today. It takes bold thinking and a willingness to listen to, and experiment with, new ideas to succeed as a professional, as a Latino agency and as an industry."

Ribero wants planners to be better informed about neuromarketing. Rather than asking consumers to identify the reasons for their behaviors, Ribero believes planners should infer that by studying humans and understanding why humans like certain things. "Humans behave the way they do but they don't know why," Ribero says. "And we won't get to the truth by asking them. By studying, reading and observing human behavior we will become better planners. As we become more strategic, our brands will become more connected with their consumers and not just sell stuff but fulfill
desires and needs that we can help them identify."

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