Ukumaketha nge-neuro kwangempela: umlando, amasu, ukusetshenziswa, ukugxekwa kanye nezifundo zamacala

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Ukumaketha nge-neurosecreting sekusukile ekubeni isithembiso sesikhathi esizayo kumngane wangempela ukuqonda ukuthi sinquma kanjani, yini esijabulisayo, nokuthi kungani sikhetha uhlobo oluthile kunolunye. Kunokuba nje kube yi-hype, kuncike kubuchwepheshe be-neuroscience kanye ne-psychology ukukala ukunaka, imizwa, kanye nenkumbulo ngokuphendula izikhangiso, imikhiqizo, amanani kanye nokuhlangenwe nakhoukunikeza idatha edlula lokho abantu abakushoyo.

Kule migqa elandelayo uzothola umhlahlandlela ophelele nosebenzayo: Kuyini, kuvelaphi, kusebenza kanjani, yiziphi izindlela ezisebenzisayo, imikhawulo yayo, kanye nezingxoxo zokuziphathaNgaphezu kwezibonelo eziqondile namasu asevele esetshenziswa yizinkampani kwezentengiso, izimpahla zabathengi, ubuchwepheshe, amabhange, kanye nezinsizakalo. Futhi yebo, siphinde sisuse izinganekwane ezivamile ukuze ukwazi ukuhlukanisa isayensi nemfashini.

Kuyini futhi kuyini ngempela?

Empeleni, ukumaketha nge-neuro Ucwaningo olusetshenziswayo oluhlanganisa i-neuroscience kanye nokumaketha ukubona izimpendulo ezingabonakali (ezingenaso isifiso) ezisuseni zezentengiselwano. Ayithathi indawo yezindlela zendabuko: ihlangana nezinhlolovo, amaqembu okugxila, noma ukuhlaziya kwedijithali ukuze ukuqedela ifilimu kusukela kokungacacile kanye nokucacileUma isetshenziswa kahle, iyasiza ekuthuthukiseni ubuciko, ukupakisha, amanani, i-UX, noma okuhlangenwe nakho kwasesitolo, futhi ibeke phambili ukutshalwa kwezimali ngokuzethemba okukhulu.

Ukusetshenziswa kwayo okusebenzayo kulele ekulinganiseni ngokunembile ukuthi yini kudonsela ukunaka, kuvusa imizwa, noma kuyakhumbuleka yesikhangiso, incazelo yomkhiqizo, noma ikhasi lokufika. Njengoba amakhasimende evame ukusho lokho acabanga ukuthi kufanele akusho, hhayi lokho akuzwayo, lezi zilinganiso zomzimba nezobuchopho zivumela ukubikezela okungcono kokuziphatha okuhlanganisiwe kunokubika okumsulwa.

Imvelaphi, izigaba ezibalulekile kanye nokuziphendukela kwemvelo

Nakuba igama elithi "neuromarketing" laduma ngo-2002 ngu-Ale Smidts, imbewu yatshalwa ngawo-1990, lapho UGerald Zaltman une-patented ZMETI-ZMET, indlela esekelwe ezingathekisweni nemifanekiso yokufinyelela engqondweni yomthengi. Yasetshenziswa emikhiqizweni yomhlaba wonke efana ne-Coca-Cola, i-GM, i-Nestlé, ne-P&G, futhi kusukela ngo-1999 uZaltman ufake i-fMRI ukuze ihlobanise umsebenzi wobuchopho onezisusa zokumaketha.

Cishe ngesikhathi esifanayo, uGemma Calvert wayeqhubekisela phambili ulwazi lwezinzwa zabathengi e-UK; e-US, iBrightHouse yazisa leli gama ngo-2002 ngesigaba se-fMRI esixhunywe ne-Emory, okwabangela lokho. impikiswano mayelana nokungqubuzana kwezintshisekeloI-"Pepsi Challenge" edumile (2004) yavuselela impikiswano ngokubonisa ukuthi lo mkhiqizo wawuthonya kanjani ukukhetha lapho abahlanganyeli bazi ukuthi yisiphi isiphuzo abasinambithayo. Kamuva, Ucwaningo lwe-InnerscopeYasungulwa nguCarl Marci ngo-2006, yathengwa nguNielsen (2015), okuhlanganisa lo mkhakha ngaphakathi kocwaningo lwemakethe lwendabuko.

Indlela ubuchopho obunquma ngayo: umuzwa, isizathu, kanye nokubandlulula

Ukwenza izinqumo kungahunyushwa ngaphakathi kohlaka lwe- Uhlelo 1 kanye nohlelo 2Okokuqala kuyashesha, kuyashesha, futhi kuthinta imizwa; okwesibili kuhamba kancane, kuhlosiwe, futhi kuyazama. Ekusetshenzisweni, umongo, isimo sengqondo, kanye nokusetshenziswa kwezinto kuthinta izinqumo zethu. Ingxenye enkulu yokhetho ibangelwa yiSistimu 1bese sicabangela. Ababhali abaningana bathande izibalo eziphakeme (85-95%) ngezinqumo ezingazi; ngale kwephesenti eliqondile, umyalezo wokusebenza ucacile: kumele siklame okuhlangenwe nakho okusebenzayo izinga lemizwa kanye nokunaka kusengaphambili.

Lolu hlaka luxhumana namamodeli akudala (njengesingathekiso senqola kaPlato) futhi luchaza ukuthi kungani Imiyalezo elula, izimpawu zokuntulekaIzikhombisi-ndlela zamanani noma ubufakazi bomphakathi zisebenza kahle kakhulu, ikakhulukazi ekuthengeni okuhleliwe noma ezigabeni zokubandakanya abantu abambalwa.

Izindlela nobuchwepheshe bokulinganisa

Amathuluzi asetshenziswa kakhulu ahlanganisa amasu ayisisekelo nawangaphandle ukuze abambe impendulo yabathengi ngezindlela ezahlukene. Ocwaningweni oluthuthukisiwe, kuvamile ukuthi ukuhlanganiswa kwe-multimodal ukuthuthukisa ukuqina nokunciphisa imiphumela engamanga.

• I-EEG (i-electroencephalogram): Ilinganisa umsebenzi kagesi we-cortical ngesisombululo esiphezulu sesikhathi; iwusizo ekutholeni amaphethini okunaka, umthwalo wokuqonda, noma i-valence yemizwa ngesikhathi sangempela.
• i-fMRI (umfanekiso we-magnetic resonance osebenzayo): Inikeza amamephu okusebenza kobuchopho asekelwe ekugelezeni kwegazi; ukulungiswa kwendawo okuphezulu, izindleko eziphakeme kanye nokubambezeleka imizuzwana embalwa.
• I-MEG: iqopha amasimu kazibuthe e-neuronal; ukunemba okuphezulu kwesikhathi, imishini eyinkimbinkimbi nebizayo.
• Ukulandelela amehlo: ukulandelela amehlo ukuthola sibheke kuphi futhi isikhathi esingakanani; imephu yezindawo ezishisayo, i-oda lokunamathisela, nezindawo ezinganakwa.
• I-EDA/GSR (impendulo ye-electrodermal): ibona ukwehluka kwendlela isikhumba esiziphatha ngayo okuhlobene ukuvuka ngokomzwelo.
• I-EMG yobuso: Ilinganisa ukufinyela kwemisipha ukuze inqume ukuvezwa okucashile (isb., umsebenzi we-zygomatic ohlotshaniswa nenjabulo).
• I-HR/HRV, i-ECG kanye nokuphefumula: izinga lokushaya kwenhliziyo kanye nokuguquguquka njengezinkomba ze ukwenziwa kusebenze kanye nokulawulwa ngokomzwelo.

Umkhuba wamanje "uhlanganisa izinzwa eziningi" kanye "nezimo eziningi": ukuhlanganisa izimpawu ku- iziphetho ezingunxantathu futhi uzibhekisele ngezindlela ezivamile (izinhlolovo, ukuhlolwa kwe-A/B, ukuhlaziya). Lokhu kwandisa ukusebenza kwangaphandle kanye nekhono lokuhlanganisa okutholakele nezinhlelo zokusebenza zebhizinisi.

Ikhwalithi yedatha, ukufaneleka kwemvelo, kanye nokwehluka kwabantu

Inselele enkulu ukugcina ukuziphatha kwabathengi bemvelo lapho besebenzisa imishini ezuzwe njengefa endaweni yezokwelaphaNgakho-ke ukwanda kwama-laboratory amaningi kanye nezixazululo ezisebenza kahle, amaphrothokholi ajwayelekile, kanye nezimo zokuhlola ezingokoqobo (isitolo esilingisiwe, iwebhusayithi engasetshenziswa, ama-prototypes asebenzayo).

Enye inselele yile ukuhlukahluka kwangaphakathi kanye nokwabantu ngabanyeIzimpawu zomzimba ziyashintsha kuye ngesikhathi, umuntu, kanye nomongo. Ukuhlaziywa kwanamuhla kufaka phakathi ukuqashelwa kwamaphethini kanye nokulungiswa ukuze kufundwe lokhu kuguquguquka nokunciphisa umsindo, okuyinto kuthuthukisa ukuthembeka kwezilinganiso.

Yimaphi amasu adala impikiswano?

Akuzona zonke izinto ezihamba kahle. Kunezindlela nezithembiso umphakathi wesayensi ozibuzayo. Isibonelo, izinhlelo ze- ukubonwa kobuso kwemizwa ejwayelekile noma ama-EEG athile emakethe enkulu ngaphandle kokuqinisekiswa okuqinile angenza ihaba ngeziphetho (ukusho ukuthi umkhiqizo "udala injabulo" ngaphandle komongo kuyigxathu eliyingozi).

"Isayensi ye-neuroscientism" emasikweni athandwayo nayo iyagxekwa: izimangalo ezinkulu ezingenalo iqiniso, amaphakheji ezentengiselwano anikeza imininingwane embalwa mayelana nemikhawulo kanye nokweqisa okungaphezu kwalokho okungalinganiswa. Izazi eziningana kanye nochwepheshe bezokuxhumana baveze ingozi yokuguqula isiqalo esithi "neuro-" sibe yisitatimende esingenalutho.

Ukuziphatha, ubumfihlo kanye nemithethonqubo

Izimiso zokuziphatha azixoxiswani. Izinhlangano ezilwela abathengi zixwayisa ngemikhuba engase ihlasele uma la mathuluzi esetshenziswa gwema ukuzivikela okunengqondo Ngaphandle kokucaca. Imvume enolwazi, ukungaziwa, kanye nokusetshenziswa kwedatha ngokulinganayo kufanele kube yinto evamile, futhi kuyalulekwa gwema ukuhlukaniswa okubucayi lokho okungase kwephule amalungelo.

Kukhona abagxeki abafuna ukulawulwa okwengeziwe kokukhangisa okuhloselwe izilaleli ezisengozini; ngesikhathi esifanayo, abameli bakhomba izinzuzo zomphakathi zokukusebenzisa thuthukisa okuhlangenwe nakho, nciphisa ukungavumelani noma ulungise amanani ngendlela ephumelelayo. Ngisho neziphakamiso ezifana "nentengo ye-neuro" ziye zavela ukuze kulinganiswe imingcele eyamukelekayo, ziphikisana ngokuthi ngale ndlela Amabhizinisi kanye nabathengi bayawina. ekusimeni okuzinzile.

Izindleko, izinto zokuthutha kanye nokuhlanganiswa nokumaketha kwendabuko

Omunye umkhawulo yizindleko zemishini (i-fMRI, i-MEG, amalebhu), okudinga beka phambili amaphrojekthi anethonya kanye nemiklamo eqinile. Yingakho izinkampani eziningi zisebenzisa indlela enezigaba ezimbili: okokuqala, ukuhlolwa kwezinzwa ukuze kuqondwe ukunaka, imizwa, kanye nenkumbuloBese kuba ucwaningo lwendabuko lokwakha ingxube yokumaketha ngokusekelwe kulokho kuqonda.

Iqiniso lokusebenza liyala: hlanganisa i-neurodata ne-Big Data, ukuhlaziywa kwewebhu, ukuziphatha kokusesha, kanye nezilinganiso zemidiya yezenhlalo, bese uyivumelanisa ne izinhlobo namasu okukhangisa Ikuvumela ukuthi uvale igebe. Amanye ama-ejensi kanye nabeluleki sebevele besebenzisa lokhu ukuze ukufunda kugeleze ekudalekeni, kwi-CRM, kanye nasekusebenzeni kwemidiya.

Izinhlobo zokumaketha nge-neuromarketing ngomqondo nangendlela

Ngokuvamile ihlukaniswa ngokwezigaba izindlela zokuzwa futhi ngenxa yohlobo lolwazi olufunwayo ukudalwa, ngezinhlelo zokusebenza ezihlanganisa konke eziya ezitolo, ezitolo zedijithali, emkhiqizweni noma ezinsizakalweni.

• Ukuhlolwa: Umculo, ithoni, imigqi, kanye nokuthula kunethonya ukuqonda isikhathi, ukuvuka kanye nokuthambekela (isitolo sezemidlalo asizwakali sifana nekliniki).
• Kubonakala: Imibala, izimo, uhlu, umehluko, kanye nokunyakaza kunquma ukuthi yini ecutshungulwa kuqala; yisiteshi. esetshenziswa kakhulu futhi leyo efinyelela ubuchopho ngokushesha okukhulu.
• Umnyakazo: ukuthinta, ukuhogela nokunambitha; kusukela ukunambitha ngisho nokuthungwa kwezinto ezibonakalayo noma amaphunga omkhiqizo avusa izinkumbulo zakudala.
• Ngokomzwelo: thola umklamo wokwenza kusebenze imiphumela eminingi ezihlanganisa imikhuba kanye nezinto ozithandayo.
• Ezindabeni: Ukulandisa izindaba kuhlelwe ukuthi kuzwakale kuyo yonke indawo; izindaba ziyatholakala bakhumbula okuningi kakhulu Yeka amaqiniso ahlukile.

Amasu asebenzayo asebenzayo

Lezi zi-levers zivela kaningi ezivivinyweni nasemakethe. Isihluthulelo ukuzisebenzisa kanye Ukuziphatha kanye nomongo:

1. Vusa ilukuluku: Ibuza imibuzo noma izimfihlakalo ezikumema ukuthi ulandele indaba noma ukuzulazula.
2. Lawula ukungaqiniseki: Uma umsebenzisi ebona isiphithiphithi, mnike indlela ecacile eya eqinisweni lokho kunikeza ikhambi lakho.
3. Sebenzisa imizwa eyisisekelo ngokucophelela: Ukwesaba kuyasebenza, kodwa ukusetshenziswa kabi kuyawohloka uphawu.
4. Ukushoda nokukhethekile: xhumana ngezinto ezibangela ukutholakala okulinganiselwe ukuthenga umfutho.
5. Igunya kanye nobufakazi bezenhlalo: iziqinisekiso, ochwepheshe, noma imiphakathi eqinisayo ukuzethemba.
6. Ukuvuselelwa kwezinzwa okuvumelanayo: umklamo, imibala, umsindo kanye nokubhala amakhophi esevisi ye imizwa efanayo.
7. Ukwakhiwa kwentengo: Ukukhushulwa, ukuqiniswa kanye nokuphela kwemisebenzi (9/99) kuqondisa umbono wevelu.
8. Ukuphindaphinda: Inikeza inani ngaphambi koku-oda; okuqukethwe okuwusizo kuthambekele ekuguqulweni.
9. Ukukhuluma ngezindaba: izindaba ezingasoze zalibaleka abalingiswa kanye nokungqubuzana lokho kukwenza uzizwe.
10. Okufanelekelayo: ukwakha umphakathi kanye nezimpawu eziqinisa Identity.
11. I-social neurotrigger (ama-neurons esibuko): bonisa ukwamukelwa okulingisiwe kanye abathonya kusheshisa ukusabalala.

Izibonelo nezifundo ezifundwayo

Imikhankaso kanye nokuhlangenwe nakho kwangempela kusiza ukuqinisa imiqondo. Ngale komkhakha, amaphethini ayaziphinda lapho... Xhumana nemizwa kanye nomongo:

• I-Heineken (umlando + igunya): Abantu abadumile abakhetha ubhiya obungenalo utshwala ukushayela bakhulisa ulwazi ukumodela okunesifiso futhi wenze ukukhetha kube ngokwejwayelekile.
• I-IKEA (ukuxoxa izindaba okubonakalayo): izindaba ezibeka phambili impilo ekhaya ngaphambi komkhiqizo, okuthuthukisa inkumbulo yemizwa.
• I-Adobe Photoshop (umthelela obonakalayo): imisebenzi yokudala ekhombisa amandla obuhle lokho abasebenzisi babo abakudinga kakhulu abakulindele.
• I-Pepsi Max (ngaphandle okumangazayo): ukuvuselelwa kweqiniso okungeziwe ku- izitobhi zamabhasi ukwandisa ukunaka kanye nokukhuluma ngomlomo.
• I-Fondation 30 Millions d'Amis (umzwelo omsulwa): ukuhambisa izikhangiso ukuze zithuthukise ukwamukelwa okufanele.
• I-Apple ne-Telcel (isikrini sokuthinta sisesitolo): amadivayisi aseduze hlola ngaphandle kokungqubuzana futhi kusheshiswe isinqumo.
• UMilka (ukudlala ngomzimba kanye nokudlala komphakathi): imishini evuselelwa yizandla zabantu, umculo kanye umvuzo osheshayo.
• Amaveni (umsindo): umculo ofanele intsha yabo kanye nesizwe sezemidlalo ukuze ukhule induduzo nokuhlala njalo.
• Intengo yokuthengisa (i-Walmart): sebenzisa iqiniso lokuthi iso libeka phambili izinombolo zokuqala futhi iziphetho ku-9 ukuqinisa "intengo ephansi".

Izibalo kanye nezimo: intsha kanye nomehluko wobulili

Umbukiso wentsha ukusabela okuphezulu ngokomzwelo Futhi bathembele kakhulu emvelweni, ngakho-ke basabela kangcono ezishukumisweni ezishintshashintshayo, imiyalezo emifushane, kanye nefomethi yezinzwa eziningi. Lokhu kudinga umthwalo wemfanelo: ukuhlukanisa kahle hhayi izifiso zokuxhaphaza ngokweqile kwabancane.

Izincwadi ziphinde ziqophe umehluko wesakhiwo kanye nokusebenza phakathi kobuchopho besilisa nabesifazane obungathonya izintandokazi kanye nokucubungulaKunconywa ukubaphatha ngokuqapha (hhayi ukuze bangabi yizinkolelo-mbono) futhi baqinisekise ngemininingwane evela emakethe uqobo ngaphambi kokuthatha isinyathelo.

Ukumaketha nge-neuromarketing ekuphathweni kwebhizinisi kanye nemvelo yedijithali

Kumaqembu okuthengisa, inikeza ubufakazi bokuthi yimiphi imiyalezo kanye nokuhlangenwe nakho nciphisa umjikelezoZiyandisa amazinga okuvala noma zinciphise imbuyiselo. Ucwaningo oluvame ukucashunwa lubonisa ukwanda kokuthengisa okufika ku- 20% ngokwenza ngcono abadali kanye namaphuzu okuxhumana ngokusekelwe ezimpendulweni zezinzwa.

Emkhakheni wedijithali, ukwenza kube ngokwakho, ukuhlelwa kokubukwayo, kanye nokusebenzisana okuklanyelwe kahle kuhumushela ku- Ukuskrola okwengeziwe, ukuchofoza okwengeziwe, kanye nokukhumbula okungconoUkulandelela amehlo kanye nokuhlolwa komzimba okuhlanganiswe nokuhlaziywa kwewebhu kusiza uku-oda amabhlogo, ama-CTA kanye namanani ukuze ikhasi "licele" ukuthi liqhubekele phambili.

Ividiyo, izithombe kanye nenkumbulo yakudala

Amavidiyo agqwayizayo axhumana no izinkumbulo zakuqala kanye nezingathekiso kulula, okwenza kube lula ukufaka ikhodi yezindaba kanye nezimfanelo zomkhiqizo enkumbulweni. Isigqi, umculo, kanye nokuvumelanisa umsindo nokubukwayo yizinto izihluthulelo zokukhumbula yemiyalezo eyinkimbinkimbi ngesikhathi esifushane.

Intengo, inani, kanye nokulungiswa kwengqondo

Amanani angasekelwa ngokuhlaziywa kwezinzwa ukuze kulinganiswe izinhlungu eziphansi kanye nokuzimisela ukukhokhaUkulungisa ama-anchor, ama-bundle, kanye nokuqeda. Ukuxhumana "nge-low stock" noma "i-limited edition" kwandisa umuzwa wokuphuthuma, kodwa khumbula: Ukuxhashazwa kuqeda ukwethembana.

Ukugxekwa, ukungabaza kanye "nokuphazamiseka kwengqondo"

Abanye ochwepheshe bakubheka njengengxenye yokumaketha nge-neuromarketing i-hype emsulwa Uma kuthengiswa izinto ezingenakwenzeka. UJoseph Turow, phakathi kwabanye, uchaza lokhu njengokushintshashintsha kwezindlela zakudala, manje okunenkathazo enkulu embonini okufanele ivele. Umuthi wokugoma: ukucaca kwendlela, ukuqaphela imikhawulo nokuxhumanisa okutholakele nezilinganiso zebhizinisi (ukuthengisa, ibhizinisi eliphindaphindayo, i-NPS).

Izindlela ezinhle kakhulu zamaphrojekthi abalulekile

Uma uzokhokha noma wenze ucwaningo, qiniseka ukuthi umhlinzeki uyacacisa amandla, imikhawulo kanye nokuqinisekiswa yendlela ngayinye; ukuthi umklamo wokuhlola unengqondo (amasampula, ukulawula, ukulinganisa) nokuthi Ihlangana nedatha yokuziphathaFuthi, ngaphezu kwakho konke, ukuthi izincomo zingasetshenziswa futhi zibekwe phambili ngomthelela.

Ukwengeza izinhlangano zezimboni kanye namakomidi okuziphatha, njengezinhlangano zikazwelonke zokumaketha nge-neuro kanye nezokuxhumana nge-neuro, kusiza ukukhulisa amazinga kanye nokungafihli luthoUmgomo akukhona ukukhohlisa, kodwa ukuqonda kangcono ukuze kuklanywe imikhiqizo, izinsizakalo kanye nokuxhumana efanele kakhulu.

Uma sihlolisisa, ukumaketha nge-neuromarketing akuyona imilingo noma iqhinga le-carnival: kuyi- indlela, ubuchwepheshe kanye nokuqonda okuvamile ukunciphisa ukungaqiniseki ezinqumweni zokumaketha. Uma isetshenziswa ngokuqinile, ihlanganisa isayensi nobuciko ukuze ilandise izindaba ezingcono, ibeke amanani ngokuhlakanipha, ithuthukise okuhlangenwe nakho, futhi ilinganise ukuthi yini ebaluleke ngempela. Kushukumisa abantu maqondana nokhetho.