Who would have ever thought that the world collective of consumer communication manipulators would find another way to quench that never ending thirst for consumer insight. Ad agency, Arnold Worldwide, has taken focus-groups and gaining this "insight" to another level by conducting MRI brain scans of consumers to guage their reaction to certain imagery. An ingenious approach to developing creative strategy for one of Arnold's liquor clients.
Further increasing the scientific and technological approach to marketing, this approach definitely is a step closer to granting the typical marketer's wish as he/she deciphers focus group findings and analyze consumer behavior: "I wish we could just read their minds...."
Well, it looks like we're getting close....
Consumer Brainwaves
The Ultimate Focus Group
Trend Themes
1. Brain-scanning Research - Marketing agencies are using MRI brain scans to gauge consumer reactions, providing a new way to conduct research and develop creative strategies.
2. Scientific Marketing - The use of scientific and technological approaches to marketing is increasing, leading to greater insight into consumer behavior.
3. Mind Reading Technology - The development of brain-scanning technology is bringing marketers one step closer to being able to read consumers' minds.
Industry Implications
1. Advertising - Marketing agencies like Arnold Worldwide are leading the way in using brain-scanning research to develop creative strategies for their clients in the advertising industry.
2. Market Research - Using MRI brain scans to gauge consumer reactions is a new way of conducting research and providing insight in the market research industry.
3. Neuroscience - The development of brain-scanning technology is an opportunity for the neuroscience industry to work with marketers and advertisers to better understand consumer behavior.