Marketers Literally Want to Take Consumers’ Pulse
In the interest of understanding exactly how marketers are trying to burrow even more deeply into our brains, I donated my body to science. Wristbands and fingertip sensors were affixed, my eye movements tracked, my facial expressions analyzed, and a tight-fitting belt was Velcroed around my chest to measure my breathing and heartbeat.
The objective was to divine my true emotional reaction to things from websites to TV ads to logos to retail environments that I might not be able to accurately describe in an interview or a survey. It’s called neuromarketing, or biometric monitoring, and it’s an evolving set of techniques aimed at helping marketers understand what we really like, as opposed to what we say we like.
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