Meet the Author

  • Charlotte Mill
  • Sales and Marketing Manager

Charlotte is the Sales and Marketing Manager at Lab. Her background is primarily in Marketing after completing her degree in 2015, the IDM Digital / Direct Marketing award as well as the Google Squared Digital Marketing Qualification on a full scholarship. In her spare time, she has an active lifestyle blog which mainly revolves around food and her Cocker Spaniel, Tia. Catch up with Charlotte on Twitter, @CharlotteMill_.


Takeaways

  • At Lab we define Neuromarketing as using technology and observation to measure the emotional, non-conscious responses to media and make measurable improvements. 

Delving into Neuromarketing with Daryll Scott


21 November 2016
News
3 mins

At Lab, we are dedicated to putting human understanding at the heart of everything we do. One of the ways we do this is through neuromarketing. To gain a deeper understanding of neuromarketing, Daryll Scott, Director of Human Technology, gave us a brief breakdown… 

What is neuromarketing?

Daryll: It’s not very well defined as an industry. At Lab we define it as: Using technology and observation to measure the emotional, non-conscious responses to media and make measurable improvements.  It’s not neuroscience - the ‘neuro’ bit refers to the whole nervous system.

 

Why is neuromarketing important?

Daryll: On the receiving end of all communication is a human nervous system. Behavioral economists know that consumers are irrational and neuroscientists know that nothing happens without emotion; all decisions are emotional.

We humans are not very good at being aware of the complex, non-conscious processes that create our perceptions, thinking and responses.

Neuromarketing is a bit like mind reading – it allows us to track non-conscious responses and make sense of the consumer’s irrational behavior.

 

What businesses can use Neuromarketing?

Daryll: Testing is becoming more and more accessible to all businesses with some tests now costing less than £10,000. We can use it to audit CX or brand, A/B test options, de-risk bold creative decisions by anticipating results and track improvements in emotional performance.

 

 


Takeaways

  • At Lab we define Neuromarketing as using technology and observation to measure the emotional, non-conscious responses to media and make measurable improvements. 

Meet the Author

  • Charlotte Mill
  • Sales and Marketing Manager

Charlotte is the Sales and Marketing Manager at Lab. Her background is primarily in Marketing after completing her degree in 2015, the IDM Digital / Direct Marketing award as well as the Google Squared Digital Marketing Qualification on a full scholarship. In her spare time, she has an active lifestyle blog which mainly revolves around food and her Cocker Spaniel, Tia. Catch up with Charlotte on Twitter, @CharlotteMill_.