Neuro-research, behavioural economics, sensory research. Brands are increasingly concentrating on how our minds work, and taking advantage of sophisticated tech innovations in their market research. And the findings only serve to unlock the potential for greater and more successful creative as a result.

This article from Marketing Week is a great read on what’s happening in this field.

Given all the exciting things happening, the article can only offer an overview of different ways businesses are learning more about their audience and therefore how they can improve their communications. But even so, it’s fascinating stuff. It gets me excited.

There’s so much going on out therein the world of behavioural economics, all focused on helping brands understand how people process information, and what triggers stimulate them. The article points to an exciting future where the more we understand, the better we get at delivering creative that resonates with its audience.

One simple take away.

Have a read and think ‘how can this help my organisation’? Even if you aren’t in a position to invest in such tech yourself, there’s one simple take away from the article we can all consider: Shutterstock have used eye-tracking technology to learn that ‘busy’ images turn people off. That’s behavioural economics in action.

As a marketing communications partner, we talk about the power of keeping communications focused on one clear message. And it can be a struggle to achieve this. Now I know the Shutterstock comment is only one brief mention of one finding from one company, but it’s no surprise is it? The good thing is, it’s not just someone saying it, not just a creative type espousing, it’s a new piece of data.

Too much information and too much visual noise triggers pain receptors and people just don’t engage. Lets apply this finding as a principle for how we approach our comms as a whole.

Keep it focused, keep it clear. And ensure its heard.


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