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In the field of neuromarketing, brain imaging technology sparked a revolution. For the first time, researchers were able to see what was going on in the brain during tests, and we were able to identify and track emotional stimuli.
Fremont, CA: Neurotech refers to any technology that aids in the understanding of neuronal activity and is closely linked to the study of the human mind. These ‘brain-observation technologies’ can be invasive and non-invasive. Electrophysiology, for instance, entails inserting microscopic electrodes into the brain to monitor neuronal activity (invasive), while Magnetic Resonance Imaging (MRI) generates images of our internal organs using magnetic fields and radio waves (non-invasive).
In neuromarketing, the most widely used approaches are all from the above group. Functional MRI (fMRI), which tests oxygen in the brain to see where we respond to specific stimuli, is leading the charge. As a result, we now know which various stimuli activate parts of the brain.
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And there’s the matter of the ‘eggs.’ MEG (magnetoencephalography) is a neuroimaging technique that maps brain activity by recording the magnetic fields generated by electrical currents in the brain. EEG (Electroencephalography) is a technique for measuring brain waves that involve putting electrodes on the outside of the head to detect electrical signals in the brain. It is instrumental in epilepsy research.
PET is the final huge beast (Positron emission tomography). They generate a picture of the brain by tracking its function, similar to MRI. Unlike MRI, they use markers to identify high-activity regions. Higher glucose levels, for example, show areas of higher activation as they require more nutrients.
When you consider advancements in eye-tracking technology, facial expression monitoring, and lie detection, it’s easy to see why we’re learning more and more about our brains and, as a result, our motives, fears, and emotions.
In the field of neuromarketing, brain imaging technology sparked a revolution. For the first time, researchers were able to see what was going on in the brain during tests and were able to identify and track emotional stimuli – our turn-ons and turn-offs – which aided marketers in fine-tuning their goods and interacting with customers.
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