Neuromarketing Interview with Steve Genco

Neuromarketing For Dummies

Neuromarketing For Dummies
Steve Genco, wrote the book Neuromarketing for Dummies, a very comprehensive book on understanding neuromarketing. In this interview Steve explains how he came to write the book and then provides his insights into where neuromarketing is today.

He was approached by the “Dummies” guys to write the book and found that their approach to writing involved a format that was very structured. This is the first book to codify all of the different pieces of neuromarketing. His book and the one by Thomas Zoëga RamsØy – Introduction to Neuromarketing & Consumer Neuroscience combine the scientific foundation with the business applications of neuromarketing that have been used in the last couple of years.

“Rarely do we get these major jumps in technology which require that certain ingredients all come together at the same time.” says Genco. First there was the tremendous advance in brain sciences , the psychology of the unconscious, the introduction of the MRI which caused a flood of knowledge and insights from the brain sciences. At the same time computer power has grown so that what was once a super computer is now a desk top computer. You need this power because there is massive amounts of data analysis required.

Neural Pathways

So you have the technology in place which is cheap and available, you’ve got the scientific insights to guide the work. And third thing is the business world is finally ready to acknowledge the need to go beyond self reporting, verbal reports and surveys to really understand what consumers wand and need.

What they’ve learned about the brain is that what really influences consumers is not accessible to the business community in their current forms of methodology. As a result marketing is really exploding all over the globe. All of the major vendors today, are offering some kind of non-conscious measurement as a part of their traditional packages.

This combination of science and technology can be sued for testing how people pay attention, how they respond emotionally and how they remember things.

The challenge is to have it implemented. They’ve learned that people are resistant to change & they’re resistant to novelty. Marketers that have been successful for 20-30 years are resistant to these new technologies and information.

There are some things that still need to be done in neuromarketing – like increase scalability. There is lots of use around the mobile use of light tracking, online eye tracking, online facial recognition. These techniques are much more scalable than lab based techniques.

Response time studies in these areas can be done very quickly and inexpensively.

About Sherry Fields

By Sherry Fields: By a very circuitous route I find myself in Internet Marketing. I have been on this journey for about 12 years, but really only dabbling in it until recently. With over 25 niche sites my creative juices get a great work out. As a published author, I have learned 'stick-to-it-ness" and getting the job done which means all the bits that are not creative too - you know the 'slog" stuff. You'll find me on Facebook, Twitter, JV Focus, Warrior Forum, LinkedIn and
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