Neuromarketing: Prove Thyself & Protect Consumers
Last year, for the first time in decades, shoppers encountered a new Campbell Soup label on supermarket shelves. The metallic spoon was gone, and the new label featured a bigger, more contemporary bowl filled with steaming soup.[1] This marketing gamble was largely due to research by Innerscope Research Inc., a Boston-based neuromarketing research company, on consumers’ responses to the old label. Eye tracking and pupil dilation tests of forty people, along with biometric measurements of heart and respiratory rates, sweat levels, and changes in body posture, indicated this warmer image might sell more soup.
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