Stating that the discipline of "neuromarketing," which combines neuroscience and marketing, provides brands with a roadmap by measuring consumers' unconscious responses, Neuromarketing Specialist Dr. Selami Varol Ülker emphasized that this field goes beyond traditional self-report methods such as surveys, and is used in a wide range of applications, from reducing costs to determining the right product design.
Dr. Ülker noted that neuromarketing studies can be conducted using artificial intelligence methods without the need for subjects or laboratories, adding: "However, apart from this, the most widely and frequently used tools are EEG (measurement of brain waves), GSR (skin conductance), heart rate, eye tracking, and monitoring of facial micro-expressions."
As the Head of the Department of Neuromarketing at Üsküdar University, Dr. Selami Varol Ülker evaluated the role of neuromarketing in understanding consumer behavior.
What is neuromarketing?
Explaining what neuromarketing is and its role in understanding consumer behavior, Dr. Ülker said: "Neuromarketing is a discipline where neuroscience and marketing come together, formed by using the strategies of both. It has broad subfields ranging from sociology to anthropology and psychology. By adapting neuroscience techniques to marketing strategies, we can define it as a discipline that seeks to understand consumers’ responses to stimuli using physiological devices."
Devices such as heart rate, eye tracking, and facial micro-expression monitoring are used
Listing the methods used in neuromarketing research, Dr. Ülker stated: "Neuromarketing has begun to form a very broad framework. Today, studies can be conducted with artificial intelligence methods without the need for subjects or laboratories. But apart from that, the most commonly and frequently used tools are EEG (brain wave measurement), GSR (skin conductance), heart rate, eye tracking, and facial micro-expression monitoring devices. We can use these devices in an integrated manner. With this integration, we obtain what we call a ‘biosensor’ structure."
How are marketing strategies determined?
Discussing how neuromarketing fills the gaps left by traditional marketing methods, Dr. Ülker said: "In marketing strategies, survey studies based on self-report are generally used. These types of studies lack a physiological basis. Neuromarketing has tremendous effects in determining the most accurate design of a product before it enters the market, understanding the impact of a color choice on consumers, and conducting cost analyses. For example, testing the effect of using a celebrity in an advertisement on the target audience through preliminary tests can lead to significant cost reductions. Similarly, we encounter the same situation in the advertising industry in general. Currently, we see advertising examples using influencers. Conducting preliminary tests to understand the target audience structure before making such investments can significantly reduce costs."
The ethical dimension of neuromarketing remains ambiguous
Highlighting that the ethical aspect of neuromarketing is frequently questioned because it targets the consumer’s unconscious, Dr. Ülker said: "The ethical dimension of neuromarketing is still rather ambiguous and underexplored. However, within the framework of data protection regulations, we collect and store data by obtaining informed consent forms from volunteers. In future market practices, mechanisms may be implemented to monitor these structures and prevent ethical violations. At Üsküdar University, our fundamental aim is not to manipulate consumers but to observe the effects of existing manipulation on consumer behavior, and to conduct academic and scientific studies in this context."
Social projects can be developed to raise consumer awareness
Touching on the measures that should be taken to protect consumer choice, Dr. Ülker said:
"We are all both producers and consumers. Not necessarily to protect, but to raise awareness, social projects can be developed to educate the masses. In the future, we may plan more public-facing projects at Üsküdar University. Explaining how consumer purchasing behavior is manipulated and what drives pleasure-based purchases could play a pioneering role in this regard. If production activities expand in scope, consumers will also become more aware of such dynamics. I believe this will lead to a significant increase in consumer awareness. Now we must think of neuromarketing in a broader framework. Because we are facing artificial intelligence, which produces results much faster than the research we conduct. Every day, new techniques and new strategies are being developed."