The use of EEG in Neuromarketing detects what the consumer liked or its emotional impact that attracted him, it is like a thermometer that measures the emotions of the consumer to your communication, design or other factors; this tool of market research comes from medicine, where it was discovered through neuroscience that there is a psychological effect that contributes to marketing.
The EGG is not an invasive tool, but on the contrary, by means of electrodes exposed to the scalp, it detects the areas that produce electrical activity in the brain, it measures neuronally those electrical currents that are emitted to the brain when there is an impact or emotion.
The images provided by these waves in the brain make it possible to identify the emotional responses of the consumer to a product. Neuromarketing allows the use of this tool to measure the consumer's stimulation when faced with communication, design and creativity proposals, among other factors.
It really has a great advantage to use this tool in marketing since it improves the product according to the consumer's needs, thus optimizing sales growth.
This is of vital importance in advertising, because the consumer 's emotional reactions to different stimuli determine the necessary conditions that a product must offer in order to fulfill the consumer's internal motivations.
For example, if a food brand offers a product through television, the commercial must transmit to the consumer's brain an ideal of attraction for wanting to try it, making him voluntarily want to consume it. There are more characteristics that it wants to transmit but its greatest value is to desire that involuntary intention through its communication and way of presenting the new product.
That is why in Neuromarketing this tool should be one of the most important in market research and sales strategy, because it contributes to the improvement of the consumer experience, which therefore is reflected in improved sales growth.
The definition of Neuromarketing is: the discipline that through neuromarketing allows us to understand the non-conscious reactions of the consumer or user when exposed to any marketing stimulus.