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No budget for neuromarketing? Try these ideas to learn more about your customers’ emotions and behavior

Multinationals like Microsoft, Coke or Nike have big budgets, and they can afford to include neuromarketing – using sophisticated tools that measure brain activity and physiological responses – in their market research programs. But the technology and expertise used in neuromarketing is costly. What if you’re a small- to mid-sized company, with a small- to mid-sized marketing budget?

Can you read your customers’ minds? With neuroscience, we’re getting close.

As marketers, we want to learn all we can about our prospects and customers – who they are and what motivates them – so we can develop solutions and marketing approaches that will really engage them. We hold focus groups, develop buyer personas, conduct surveys, and track anecdotal reports from sales … all to find out what the hot buttons are, what prospects feel most strongly about, and to discover the best ways to persuade them.

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