Metodi i tehnike neuromarketing istraživanja
Methods and Techniques of Neuromarketing Research
Apstrakt
Napredak u razvoju neuromarketing metoda i tehnika istraživanja, tokom protekle dve decenije, omogućio je primenu istih ne samo u naučne svrhe, već i u komercijalne svrhe istraživanja ponašanja potrošača. Ovaj rad će napraviti pregled različitih metoda i tehnika neuromarketing istraživanja, ističući prednosti i nedostatke upotrebe istih, u svrhe istraživanja ponašanja potrošača. Kao istraživački deo rada, realizovano je laboratorijsko kombinovano neuromarketing istraživanje (tehnike EEG i praćenja pokreta očiju) i ispitani su implicitni stavovi potrošača (pažnja i emocije, u realnom vremenu, iz sekunde sekundu), čiji cilj je bio ispitivanje kako potrošači reaguju na implicitnom nivou na različite marketing stimuluse (TV reklame za brendove Coca Cola i Pepsi Cola). Istraživanje je, dodatno, ispitalo da li postoji preklapanje svesnih potrošačkih stavova, prikupljenih metodom istraživanja putem upitnika, sa rezultatima kombinovanog neuromarketing istraživanja. Istraživanje je utvrdilo da testirani marketing stimulusi imaju pozitivan uticaj na implicitno pozicioniranje brendova robe svakodnevne potrošnje. Dodatno, komparativna analiza eksplicitnih i implicitnih stavova potrošača, utvrdila je da postoji saglasnost između istih. Na kraju, istraživanje je potvrdilo da neuromarketing istraživanja imaju potencijal za unapređenje marketing komunikacije (testiranih TV reklama), pa time i pozicioniranja brendova robe svakodnevne potrošnje.
Abstract
Advances in the development of neuromarketing research methods and techniques, over the past two decades, have enabled their application not only for scientific purposes, but also for commercial purposes of researching consumer behavior. This paper will review various methods and techniques of neuromarketing research, highlighting the advantages and disadvantages of using these, for the purpose of consumer behavior research. As a research part of the paper, combined laboratory neuromarketing research (EEG and eye tracking) was conducted, that examined implicit attitudes of consumers (attention and emotions, in real time, from second to second), whose goal was to examine how consumers react implicitly to different marketing stimuli (TV commercials for Coca Cola and Pepsi Cola brands). The research additionally examined whether there is an overlap of conscious consumer attitudes, collected by the research method through a questionnaire, with the results of the combined neuromarketing research. The research found that the tested marketing stimuli have a positive impact on the implicit positioning of tested FMCG brands. In addition, by comparative analysis of explicit and implicit consumer attitudes, it was found that there is agreement between them. Finally, the research found that neuromarketing research has the potential to improve marketing communication (tested TV commercials), and thus the positioning of FMCG brands.
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