Neuromarketing has chiefly been used in focus groups, helping marketers and product managers gain insights by studying a test subject's neural responses to a new campaign or flavor.
Now, L'Oréal and EMOTIV are taking neurotech out of the company lab and onto the store floor. Instead of predicting group behavior based on a small sample, YSL's retail experience taps directly into a single customer's unspoken preferences.
As the price of equipment drops and AI takes on the role of a skilled analyst, neurocommerce is coming within reach. For it to take off, consumers will need to feel comfortable 'having their minds read' by brands. They'll also need to be convinced of the technique's advantages. One potential benefit? Better consumer-product alignment could decrease buyer's remorse, wasting less money and fewer resources.
