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Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience

In: Neuromarketing in Business

Author

Listed:
  • Benny B. Briesemeister

    (Deloitte Consulting GmbH, Deloitte Neuroscience Institut)

  • Johanna Trebbe

    (Neurospective GmbH)

Abstract

For a long time, the measurement environment was a limiting factor in neuromarketing studies. EEGs and especially fMRIs required special environments that made realistic studies much more difficult. However, technological developments in the field of EEG hardware and, above all, changes in analysis have meant that it is now possible to leave the laboratory and carry out measurements in the real world, for example, in supermarkets. EEGs are an ideal way to measure the shopping experience, the so-called customer experience, so that target group-specific adjustments can be made. Psychological models such as the Zurich Model of Social Motivation also help to interpret the data and derive meaningful measures for optimizing the customer experience. The measurement approach presented here is valid and extremely practicable, as demonstrated by a customer project presented in a telecommunication store.

Suggested Citation

  • Benny B. Briesemeister & Johanna Trebbe, 2022. "Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience," Management for Professionals, in: Benny B. Briesemeister & Werner Klaus Selmer (ed.), Neuromarketing in Business, pages 91-108, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-658-35185-4_8
    DOI: 10.1007/978-3-658-35185-4_8
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