This is the second part of the interview about Neuromarketing with Elissa Moses is Executive Vice-President of Neuro and Behavior Science Innovation Center at IPSOS
Edgar Sánchez (E.S.): Nothing is perfect. Neuromarketing is not an exception. What are limitations of Neuromarketing?
Elissa Moses (E.M.): Well, first of all it covers the non-conscious. Second of all, it’s a newly developed science, so have all of the questions, we don’t completely understand how the brain works, by we I mean academia and the medical community. It’s the last great mystery of universe. To understand how the brain works, and we’re getting closer and closer, exponentially every year, more and more, but there are a lot to learn and still an exciting time to be in this field. All you have to do is to get involved to be part of discovery, part of learning.
E.S.: Yeah we have a brain and we use it everyday but sometimes we tend to forget, that is the most complex system we have ever faced as human beings as a race. So yeah this is one of the limitations and complexities of these things.
E.S.: Nowadays we the human beings have access to knowledge as never before, the access to knowledge is quite big, either is it cheap, very cheap or free, on the one hand. On the other hand, the technologies such as EEG or Eye Tracking are dropping their prices as with any other technology, the prices are going down, that means, as time is going by, they are becoming more and more accesible. We have access to knowledge, access to technology. Based on those things, I have met, heard or read people that are doing neuromarketing with a kind of suspicious background, to use a kind adjective for those people. The question is: What are the aspects, the characteristics a good Neuromarketer has, or should have in order to indetify it as it or for a person who wants to become a good Neuromarketer? Training, Skills, Knowledge.
E.M: Well, you know a little bit like market research in general. A couple of years ago you could could had asked me about people doing surveys themselves in Survey Monkey. All become so accessible. Knowledge is spreading and so there are certain fundamentals that people who need to understand to apply aspects of Neuromarketing. It helps to work for people who have great experience or knowledge or expertise in a field.
The good side of what you’re talking about is that a vision of some of us share is coming to fruition, might not thought possible ten years ago. Because this is the biggest industry change in marketing research. I think in our life time is that we are taking now non-conscience measures into consideration, typical research study, so my prediction is that the majority of research studies as appropriate will have both conscious and non-conscious measurements together.
It won’t be a question of “should I do a neuro study?”. It would be a question of which methodology should I use in my study to make sure that I cover the right non-conscious response in addition to the questions that I asked. And it’s quite to become a standard. The people would become better trained and certain knowledge should be conventional wisdom as part of the practice. So, I think we’re on the right path.
E.S.; Well, in this way, the question is do you think the Neuromarketing is here to stay or it is a new trendy thing, a new fashion thing such as the last 40 years or so we have had in management trendy things like such as “Total Quality Management”, Re-engineering, Six Sigma jus to mention few.
E.M: I think the nomenclature may change. A lot of people are talking now about behavioral sciences, behavior economics, putting new phraseology on top of the same kind of thing, and that is what the same kind of thing has to do with understanding human motivations particularly on the non conscious or conscious side of things and how they affect decisions and behavior. That’s not going to go away.
If we have legitimate learning that is useful by its value, we’re going to take that with us until get something. So nomenclature will change but the quest understand, the decision process, the price behavior is not going to go away unless price is going away. And it is marketing.