How Marketers Are Trying to Read Your Mind

Key Concepts:

• Neuromarketing device
• Brain activity measurement (electrical activity)
• Electrodes
• Brain topography (specialized brain functions)
• Physiological measures
• Marketing research

Brain Function and Measurement

The video introduces a proprietary neuromarketing device designed to measure brain activity. The fundamental principle is that the brain is a complex network of neurons that fire, generating electrical activity. Over evolutionary time, the brain has developed specialized regions for specific functions. When a person has a thought, a small amount of electrical activity is produced, which can be detected on the scalp.

Device Functionality

The device uses electrodes that touch the scalp to measure this electrical activity. Importantly, the device does not pierce the skull and works even with individuals who have thick hair. The device measures the speed of electrical activity from 20 different locations on the brain's surface.

Brain Topography and Correlation

The device leverages the concept of brain topography, which means that different parts of the brain are responsible for different functions. By identifying which areas of the brain "light up" (show increased electrical activity), the device can correlate this activity with various physiological measures.

Marketing Application

The device is presented as a tool for marketers to gain more credible insights into consumer responses. By tracking brain activity, marketers can understand exactly what is happening in a consumer's brain when they are exposed to a story, idea, or concept. This allows for a more accurate and nuanced understanding of consumer preferences and reactions.