Application for evaluation machine
What is neuromarketing?-Next-generation marketing that directly reads thoughts and emotions from the brain-
Introduction
It is very important for businesses and advertisers to predict and research consumer preferences for specific products.
Today's management is required to increase customer satisfaction and loyalty and improve branding by creating products that are popular or well received by consumers.
The maker-oriented mindset that "if you make a good product, it will sell", which has long been seen in the Japanese manufacturing industry, has been reconsidered. It can be said that the basic idea of marketing is shifting to such a customer-oriented way of thinking.
In addition, with the evolution of devices such as smartphones and the recent tailwind of digital promotion due to the impact of the coronavirus, companies should ask "to whom" and "how" to transmit information. We are starting to invest a lot of resources into this advertising strategy.
This time, I would like to explain a new research method called neuromarketing, which has been attracting attention recently in marketing activities where such demand is increasing.
*This document was created based on information as of the date of creation, but we do not guarantee its accuracy and completeness.
What is neuromarketing
これまでマーケターにとっては、顧客の感情や単純なアンケートに現れない顧客の行動原理は分析し得ないものでした。
私たちの口から発せられる言葉は必ずしも脳で起こっていることを完璧に表現するものではなく、従来のアンケート形式の回答では様々な認知バイアスがかかってしまい、自分ですら意識をしていない回答をしてしまうものでした。
そのような中で新しく、「ニューロマーケティング」という調査方法が出てきました。
ニューロマーケティングは消費者の好みや、動機、最終的な購入決定を下すきっかけとなるものを説明することを目的として、視線や脳波などのような生理学的及び神経学的信号を測定するマーケティング調査手法のことを指します。
ニューロマーケティングはここ10年ほどでゆるやかに研究が進み、民間企業においての導入事例も増え、4000億ドルの市場潜在力があると推定されるまでに成長しました。（「Khurana et al 2021 ,
https://www.researchgate.net/publication/350024422_A_Survey_on_Neuromarketing_using_EEG_Signal」参照 ）
ニューロマーケティングを実施するためには様々な手法があり、大きく分けて「脳内の活動を記録する手法」と「脳外の活動を記録する手法」の2つに分類することが出来ます。
なかでも脳内の活動を記録する代表的な方法は以下になります。
① 磁気によって血液の酸素化の変化を測定する機能的磁気共鳴（fMRI）
② 頭皮に配置された電極を使用して、活動が活発な脳の領域を分析する脳波測定（EEG）
③ 脳内に近赤外線を照射し、血流の変化を測定する近赤外線分光法 （NIRS）
④ 神経活動によって生成される磁場を測定する脳磁図（MEG）
詳細はこちら
弊社でも使用しているEEGは fMRIやMEG等と比べコストが低く、ニューロマーケティングでは最も広く使用される手法の一つとされています。EEG信号を使用して消費者の感情を調査する場合、対象の製品を見ている時のパワースペクトル密度（PSD）を計測することが最も一般的とされています。
Other techniques for recording extracerebral activity include:
① EMG (electromyography), which uses electromyography to read involuntary emotional changes from the movement of facial muscles
(2) Eye tracking that tracks and analyzes the object viewed by the subject from the line of sight
These may be implemented with a single method, or may combine multiple techniques listed above to provide more accurate predictions.
What you can do with neuromarketing using brain waves
Neuromarketing is used in a wide range of fields, including creative advertising creation, product development, and pricing.
In particular, neuromarketing using electroencephalogram (EEG) enables investigations such as engagement evaluation for products, evaluation of user expectations (FRN), and emotional changes that music gives to users.
As a result, companies can use it as an index for creative design, such as what kind of effects can be added to conventional products to create more attractive products, and it is possible to increase the engagement of visitors at sales stores. It becomes possible to make use of it in the design of the sales floor layout.
Case study
Case ① PLUS Co., Ltd.
Classification of emotional movements in each sound effect when listening to "emotional sound effects" targeted at junior high and high school students
事例はこちら
https://www.macnica.co.jp/business/ai/manufacturers/innereye/case_innereye_case_1.html
Case ②: Pasona Job hub
Measurement of employee engagement with office work (measurement of work concentration, interest, and fatigue)
事例はこちら
https://www.macnica.co.jp/business/ai/manufacturers/innereye/braintech.html
For inquiries about implementing solutions using brain wave analysis, please contact Macnica.
As information becomes more personalized, demand for neuromarketing, which can measure individuals' unconscious insights, will continue to grow. Macnica will utilize professional human resources, including domestic and overseas partners, to promote the social implementation of brain science technology. If you have any questions or requests regarding neuromarketing, please feel free to contact Macnica.
free demonstration
Guidance of the demonstration
Would you like to actually measure brain waves?
What is the "skill transfer of experts" based on brain waves? What is AI that learns human consciousness and judgment?
I think there are a lot of unknown things, so why not try measuring your brain waves first and experience what it's like?
After the actual measurement, we will provide support from proposals to implementation and operation so that we can use AI using EEG at the customer's site while including examples of AI utilization in our activities so far. increase.
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