You Have to Choose between Neuromarketing and Traditional Market Research Methods
By Duncan Smith
Here’s the fourth post in the Neuromarketing Myths series. Here we will try and remove some of the mystery surrounding our profession, and address the most common misconceptions we encounter on a day-to-day basis.
We have definitely criticised certain traditional market research methods in the past , but this doesn’t mean that neuromarketing is trying to completely replace traditional market research. In fact, both approaches compliment each other and it helps taking both the explicit (what people say) and the implicit (how people subconsciously feel) into account.
This doesn’t have to increase your budget – traditional survey questions can easily be included when carrying out cognitive experiments online at no increased cost, and the insight from qualitative and observational research can often inform and optimise the experimental design for neuromarketing studies.
The way we see it is that neuromarketing and traditional market research don’t have to compete against one another – if a combination of both is the best approach to give our clients the answers to their questions, then that’s what we are going to suggest.