Explore consumers’ unconscious triggers with technology

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Everyday, our senses are bombarded with all sorts of stimuli. Most of the time, we are not conscious of the impact that they have on our explicit opinion – including those that we form about brands and campaigns. Companies must then find a way to influence their customers’ initial spontaneous reactions by going beyond what traditional marketing techniques and focus groups currently allow them to do.

 

BBC News recently published an article about the technology wave that is revolutionizing the marketing field. The article explains that companies are beginning to use technology to become aware of the underlying emotions that are influencing their customers’ decisions.

 

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Essentially, they are able to build an entire profile about their consumers without the customers having to explicitly talk about their interests and emotions. In a case study, Del Taco demonstrated this new wave of technology by consensually videoing customers’ facial expressions when they first saw Del Taco’s updated menus. Hours spent analysing the video recordings unveiled additional insights about the customer’s opinions than what they explicitly said in interviews (BBC).

 

Mindspeller exists at the interface of spontaneous associations and the marketing technology boom. Mindspeller takes into account the spontaneous decisions and associations that inherently affect users’ choices. Using Mindspeller’s own surveying methodology, we can understand people’s spontaneous associations and mathematically link them to other products, words, slogans, advertisements, etc. that will ultimately uncover hidden links that tie certain customers to certain brands and shy them away from others. Mindspeller helps companies visualize the spontaneous associations of their consumers without any invasive cookies stalking, which makes it a more ethical choice. Slowly, but surely, it is no longer going to be a question of what drew someone to one brand vs. another because Mindspeller will uncover those hidden assumptions about each brand that persuaded them in that specific direction.

(Click to enlarge) Screenshot of Mindspeller’s Competitive Profiler that shows spontaneous associations of two competitive ice-cream brands. Although on the surface level the two may seem similar, upon a deeper dive Ben & Jerry’s is associated more with the fun family friendly environment surrounding ice cream consumption; whereas, Häagen-Dazs is associated with the taste and price of the brand.

Curious to learn more about the spontaneous associations that affect your customers? Book a demo today!

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