Modern marketers are almost psychologists. They seek out in their customers unfulfilled desires and suppressed pains. Moreover, they do this with the help of specially developed methods. And then they use this information for their own purposes.

For the first time, the term "Neuromarketing" was used by Professor Aile Smidts in 2002. With this word, the scientist described the use of neurobiology for commercial purposes. The task of neuromarketing by Smidts is to identify a person’s reaction to various marketing irritants (i.e. advertising). This is done by measuring various neurobiological and physiological processes, for example, heart rate, pressure, respiration, pupil movement, etc.

Neuromarketing Methods
In neuromarketing, there are a lot of tools that can reveal the consumer's subconscious attitude to products / design / advertising:

Observation of the human cardiovascular system.  (Measurement of heart rate, blood pressure and vascular tone. Measured by EEG);

Observation of the reaction of various areas of the brain. Registration of emotions (aggression, trust, disgust or desire)  Measurement is performed using Functional Magnetic Resonance Imaging (fMRI)

Measurement of electrical resistance of the skin (to detect increased sweating);

Aitracking (registration of gaze direction, pupil size and duration of gaze retention). Aitracking allows you to determine the degree of concentration of a person on a particular object and the change in his emotional state.

Biometrics - shows how the body reacts to irritants (blood pressure, breathing, palpitations, sweating, skin reaction).

and other equipment.

Most often, neuromarketing is used in video advertising to determine at what points the viewer's attention is weakened, and at which times it is strengthened.

Typically, for neuromarketing research companies turn to special laboratories. Especially advanced brands create their own laboratories in which research is carried out. That's what Coca Cola and Procter & Gamble did. And the result was not long in coming.

Today, most marketers consider neuromarketing the main trend that will gain momentum every year. True, the question of the ethics of applying this marketing method is increasingly being asked. Opponents of neuromarketing say that you can not "get into the subconscious mind", depriving a person of a conscious choice and influence his choice with the help of hidden tools.

But you can look at this situation differently: neuromarketologists look for unrealized desires, suppressed pains and needs in their customers and ... offer to cope with them with the help of their product. And this is not so bad, agree