Brands are forever seeking more effective methods to build closer connections with the consumer, boost recognition, build loyalty and sway the purchase decision journey. Marketers have made staggering advances in their ability to analyse and understand what influences consumers, whether this be employing eye-tracking technology or using sophisticated data analytics to monitor real time consumer preferences. Yet, unexpectedly, it is neuroscience that has emerged as one of the biggest breakthroughs in marketing in decades.

The collaboration between neuroscience and marketing may seem like the stuff of science fiction; however the study of the nervous system is beginning to be used by marketers to accurately measure what the consumer is feeling. In a manner inconceivable in the past, the practice allows marketing experts to understand how the brain responds to creative stimulus and more importantly what particular emotions those ideas trigger. Consumers naturally connect to the brands and experiences that make them "feel" something. By putting neuromarketing science into practice, marketers now have the opportunity to create an emotional affinity with brands and forge effective long-term bonds with consumers.

Full story at the Guardian.