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Understanding Neuromarketing: How science is shaping consumer behaviour

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What is Neuromarketing?

Neuromarketing is a field that combines neuroscience, psychology, and marketing to understand how our brains work when making buying decisions.

It goes beyond traditional surveys and focus groups, which rely on what people say.

Neuromarketing digs into the subconscious mind to get a better picture of what really influences us to buy products.

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Instead of just asking people questions, neuromarketing looks at how people physically respond to products, ads, and packaging. It helps marketers learn what drives people’s decisions and emotions, which can lead to better products and more effective ads.

The Science Behind Neuromarketing

Neuromarketing uses different techniques to understand how our brains and bodies react to marketing stimuli.

Physiological Tracking

1. Eye Tracking:

Eye tracking measures where and how long people look at certain things, like a product or an ad. By tracking eye movements, marketers can understand what grabs attention and what doesn’t. This helps them design better ads or websites.

Data from eye-tracking is often shown as heatmaps, which highlight areas that people focus on the most.


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2. Biometrics:

Biometrics looks at changes in your body’s reactions, such as heart rate and skin conductance. These responses show how people feel emotionally when they interact with a product or Turo247newz.com.

It helps measure excitement, stress, or other emotional reactions that influence purchasing decisions.

Brain Scanning Technologies

1. EEG (Electroencephalogram):

EEG is a technology that tracks brain activity. It helps marketers understand how people feel emotionally and how their attention works when looking at an ad or a product.

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For example, Hyundai used EEG to study how customers reacted to different car designs. By understanding these reactions, they were able to improve their car designs and boost sales.

Neuromarketing in SEO

Neuromarketing also plays a role in Search Engine Optimisation (SEO). It helps marketers understand how users interact with search results and websites.

1. Website Design:

Eye tracking can help marketers figure out how users engage with a website’s layout. This data can guide the design to make navigation easier and improve conversions (like getting users to make a purchase).

2. Understanding Search Intent & Keywords:

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Neuromarketing helps analyze how people react to different search results. This can improve SEO strategies by showing what types of keywords or search results people are most likely to click on.

Neuromarketing in Paid Ads

1. Ad Design & Placement:

Neuromarketing helps test how effective ads are by tracking attention with eye-tracking and EEG. Marketers can figure out which designs and placements work best to grab attention and get the desired emotional response.

2. Messaging & Storytelling:

Neuromarketing shows which types of stories or messages resonate most with people. This helps create ads that connect emotionally with the audience, making them more effective.

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Brands Using Neuromarketing

Many big brands use neuromarketing to improve their products and marketing strategies:

1. Coca-Cola:

Coca-Cola used brain scans (fMRI) to study why people prefer Coke over Pepsi. The results showed that emotional connections to the brand, rather than just taste, were key to brand loyalty.

2. Frito-Lay:

Frito-Lay used EEG to study how people reacted to their Super Bowl ads. They found that humor played a big role in engaging the audience. They also used neuromarketing to study packaging and understand price sensitivity.

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3. Hyundai:

Hyundai used EEG to see how consumers reacted to different car designs. This led to changes that made their cars more appealing and helped increase sales.

4. PayPal:

PayPal used neuromarketing to test which advertising messages worked best. They used these insights to create more effective ads and improve their campaigns.

Why Neuromarketing Matters

Neuromarketing is helping brands understand their customers on a deeper level. By using science and technology, companies can create ads, products, and experiences that connect with people’s emotions and subconscious desires. This means more successful marketing strategies that lead to better results.

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For more information:

Visual representations:

15 Neuromarketing examples:

How Apple and Nike have branded your brain:

If you’re ready to take your brand to the next level, we’re here to help. Visit www.Turo247newz.commarketing.africa or follow @Turo247newz.commarketingng for exciting updates!

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Business

POLO honoured as luxury brand of the decade

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Polo has received yet another prestigious accolade, reaffirming its position as a leader in Nigeria’s luxury space. Marketing Edge, Nigeria’s foremost marketing and advertising publication, has named Polo the Luxury Brand of the Decade, recognizing its excellence and influence.

For over three decades, Polo has set the standard in luxury retail, offering an exclusive selection of the world’s most prestigious timepieces and fine jewellery. Beyond curation, the brand is renowned for its exceptional aftersales service, expertise and commitment to delivering an unparalleled luxury experience.

Further underscoring this achievement, Polo’s Managing Director, John Obayuwana, was named Luxury Personality of the Decade, a testament to his visionary leadership and impact on the evolution of luxury in Nigeria and West Africa.

L-R: Executive Director, Polo Limited, Jennifer Obayuwana;  General Editor/Group COO, Marketing Edge Publications Limited, Amos Oladele; and Founder and Managing Director, Polo Limited, Mr. John Obayuwana receiving The EDGE Awards for the Outstanding Brand Personality of the Decade and the Outstanding Luxury Brand (Polo Limited) of the Decade at the Polo Towers in Lagos recently.

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The award ceremony, held at Polo Towers in Lagos, was more than a celebration—it was a validation of the passion, precision, and commitment that have defined Polo’s journey.

As Polo embraces this honour, it remains dedicated to pushing boundaries and setting new standards, ensuring its legacy continues to inspire the next generation of luxury connoisseurs.

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Community pharmacists in universal health coverage

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community pharmacists

Community pharmacies are private sector healthcare facilities, under the direct oversight of registered pharmacists, and offer a wide range of

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8 Agritech innovations improving food security in Nigeria

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Agritech solutions are helping farmers improve crop yields, reduce losses, and promote sustainable practices. Modern tools enable better field monitoring, efficient water management, and enhanced market access.

These breakthroughs play a crucial role in ensuring food availability and stability in a challenging economic landscape. The following 8 breakthroughs illustrate how technology is changing farming practices and supporting food security.

These advancements not only improve efficiency and reduce costs but also strengthen rural economies and empower communities to achieve greater agricultural success.

1) Precision agriculture

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Farmers now use satellite imaging and field sensors to obtain detailed information on soil conditions, crop health, and nutrient levels. This information enables precise application of water, fertilizers, and pesticides, leading to improved yields and reduced waste.

2) Mobile advisory services

Digital platforms deliver timely information on weather, pest outbreaks, and best farming practices directly to farmers’ phones. This real-time guidance helps them make informed decisions and manage resources effectively.

3) Drone-Based crop monitoring

Drones capture high-resolution images of large fields, enabling farmers to quickly identify problem areas such as disease or water stress. This technology allows for targeted interventions and saves both time and resources.


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ALSO READ: Agritech start-up seeks to tackle Nigeria’s food crisis

4) Data analytics for yield prediction

By analysing historical data and current conditions, farmers can predict crop yields more accurately. This insight helps optimise planting schedules and resource allocation, ensuring better planning and reducing the risk of losses.

5) IoT-Enabled smart irrigation

Internet-connected sensors and automated irrigation systems monitor soil moisture levels and adjust water delivery accordingly. These systems ensure efficient water use, reducing waste and enhancing crop growth even in water-scarce conditions.

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6) Mechanisation and automation

The introduction of modern machinery for planting, harvesting, and processing improves productivity and consistency. Automation reduces labor requirements and helps farmers manage large-scale operations more efficiently.

7) Digital supply chain platforms

Online platforms connect farmers directly with buyers and distributors, streamlining the supply chain. This direct access reduces post-harvest losses, ensures fair pricing, and improves market reach for small-scale farmers.

8) Renewable energy integration

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Solar panels and wind turbines are increasingly used to power farm operations, reducing reliance on inconsistent grid power. Renewable energy solutions lower operational costs and support sustainable, year-round agricultural practices.

These agritech breakthroughs illustrate the positive impact of technology on Nigeria’s agricultural sector. As these solutions become more widely adopted, farmers can boost production, lower expenses, and secure a steady food supply. Continued support and investment in these technologies will pave the way for a more resilient and prosperous agricultural future.

EXPLORE: 500 Startups, Ingressive checkout Lagos’s most promising hardware tech


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