It has been scientifically proven that consumer decisions and buying behavior are mainly shaped by the unconscious. As Martin Lindstrom stated in his book “Buyology”, traditional research is just like standing in the garden of a house, looking through the window and trying to feel what is being discussed inside”. In the process of understanding consumer behavior, it is important to reach the unconscious source directly instead of interpreting “directed” responses from focus groups. It is essential not to burden the consumer with the cost of the high percentage of systematic and non-systematic errors that occur in studies based on statements because it is impossible to explain the unconscious on a conscious level. Therefore, requesting participants of focus groups to “explain” their feelings is an open invitation to formation/information impairment. With its neuromarketing studies ThinkNeuro eliminates this error by moving marketing towards positive science.
ThinkNeuro carries out neuromarketing studies in which EEG’s are measured in a NeuroLab which has been designed as a standard living room. The aim is to make participants feel as though they are in a home environment in which they would normally watch advertisements. Participants are not asked any questions or given questionnaires; individuals only watch the advertisement or subject matter to be measured and then leave the lab. Due to this approach, the systematic and non-systematic errors are minimized. Thereafter we report measured emotions which we express as figures on a second by second basis.