--- title: "EXPERT VIEWPOINTS | Raquel Fructos Neuromarketing: Branding for the Brain" description: Raquel Fructos, known on Social Media as @neurorachel, shares a critical Insight right from the beginning that will increase your ROI image: https://blog.bvirtual.com/hubfs/NEURORACHEL.jpg --- - [Agency Web](https://bvirtual.com/) - [About Us](https://blog.bvirtual.com/2017/11/23/independent-digital-agencies-barcelona-virtual-expands-in-europe-with-affinita-10-offices-7-countries) - [Contact Us](mailto:yourbrandhere@bvirtual.com) - - - - - - Start typing and press Enter to search [![Logo - Barcelona Virtual - 30 Years of Innovation](https://blog.bvirtual.com/hs-fs/hubfs/BV_30_color.png?width=295&height=90&name=BV_30_color.png)](https://blog.bvirtual.com) - [HOME](https://blog.bvirtual.com) - [BV PODCAST](https://blog.bvirtual.com/tag/alexa-flash-briefing#) - [E-COMMERCE](https://blog.bvirtual.com/tag/e-Commerce#) - [DIGITAL MARKETING](https://blog.bvirtual.com/tag/Digital-Marketing#) - [INNOVATION LAB](https://blog.bvirtual.com/tag/lab#) # EXPERT VIEWPOINTS | Raquel Fructos Neuromarketing: Branding for the Brain [Blogmaster](https://blog.bvirtual.com/author/blogmaster) [Wednesday, November 11, 2020](https://blog.bvirtual.com/raquel-fructos-neuromarketing-branding-for-the-brain) [0 Comments](https://blog.bvirtual.com/raquel-fructos-neuromarketing-branding-for-the-brain?hsLang=en-gb#comments-listing) # [![Podcast · Neuromarketing: Branding for the Brain · Raquel Fructos](https://blog.bvirtual.com/hs-fs/hubfs/NEURORACHEL.jpg?width=696&name=NEURORACHEL.jpg)](https://bvirtual.com/#team) What if you could guarantee the success of your next Marketing campaign? @Neurorachel tells you how! **★** 3 MIN READ | Expert Viewpoints **★**   [![Raquel Fructos, Senior Consultant on Neuromarketing at Barcelona Virtual](https://blog.bvirtual.com/hs-fs/hubfs/Raquel%20340px.jpg?width=225&name=Raquel%20340px.jpg)](https://www.linkedin.com/in/neurorachel-neuromarketing/)Raquel Fructos, known on Social Media as @neurorachel, shares a critical Insight right from the beginning that will increase your ROI:. ***"Never underestimate absolutely any detail of your Communication:** your websites, corporate colours and claims. To reach your goals, you must arrive at the primal brain of your customer in the most effective way."* "Rachel" is a passionate Neuromarketing pioneer here in Europe, founder of [The Smart Bubble](https://thesmartbubble.com) and a [Senior Specialist at Barcelona Virtual](https://www.bvirtual.com/#team). Get ready for your own "mini-course" on the latest Marketing innovation, thanks to her very practical and engaging guest post!   # **Voyage to Your Customer's Brain** *Neurowhat?* Yes, I am very used to this question. Marketers will probably try to answer it, but with only 50 years of history, Neuroscience as a discipline sounds pretty broad to most of us. Here's a good initial definition: *Neuroscience studies not only the brain, but also the mind.* *In other words, thanks to modern Hi-Tech equipment, we can study nonconscious reactions of the brain. The application of these techniques in Marketing Research is what we commonly call "Neuromarketing."* ## **Isolated Tool or New** **Market Research Technique?** Neuromarketing attempts to solve the same problems as traditional Marketing. That said, its Insights — resulting from the measurement of qualitative responses such as **emotional or physical reactions** — go beyond conventional, quantitative (and often more superficial) Consumer Research. It's crucial to **differentiate** areas where consumers can understand and explain their behaviour or attitude, from the (even more frequent) cases where consumers *simply don't know* what they *really know.* *They can't understand or explain their behaviour.*   | **KEY STAT** | 95% of purchase decisions are unconscious\* | | --- | --- |   **How to Convert Biometric Data into Marketing Insights** Let’s take a Usability study as an example. Google Analytics provides you with *digital footprints* of consumer behavior. But these well-known KPIs *cannot explain what is behind* such actions. - ***Biometric information*** such as **Eye Tracking** data, will allow you to tell where the subject's visual attention goes, what distracts him, and what might cause her behaviour to be unexpected. - ***Using cameras*** for **Facial Coding** also helps identify key Pain Points, moments when consumers are irritated, confused, or happy. - ***Neuro TV***  In 2016, Google Australia's Neuromarketing Research collected data on what — and how — Australians watched TV adverts served during the study. [![INFOGRAPHIC B_W - Are People Watching My TV Ads - Australia - Think with Google-1](https://blog.bvirtual.com/hs-fs/hubfs/INFOGRAPHIC%20B_W%20-%20Are%20People%20Watching%20My%20TV%20Ads%20-%20Australia%20-%20Think%20with%20Google-1.png?width=600&name=INFOGRAPHIC%20B_W%20-%20Are%20People%20Watching%20My%20TV%20Ads%20-%20Australia%20-%20Think%20with%20Google-1.png)](https://www.thinkwithgoogle.com/intl/en-aunz/marketing-strategies/video/are-people-watching-my-tv-ads-australian-advertising-in-skippable-world/) [Click here to enlarge the Infographic in colour at the original website](https://www.thinkwithgoogle.com/intl/en-aunz/marketing-strategies/video/are-people-watching-my-tv-ads-australian-advertising-in-skippable-world/) ### **What Are Neurometrics?** The key factor of Neuromarketing studies consists in analysing *Neurometrics* that **reveal the unconscious approach** of the audience to the Brand. This testing measures: - AOI (Areas of Interest) - Motivation - Emotional Triggers - Memory and Recall | **KEY CASE** | Nielsen invests $8M a year in Neuromarketing\* | | --- | --- |   It seems to be working: Neuromarketing is an essential part of Marketing practice in the leading market in Global Advertising spending (USA): [![CHART TOP 10 - Statista - Spending in the Worlds Largest Advertising Markets 2019](https://blog.bvirtual.com/hs-fs/hubfs/CHART%20TOP%2010%20-%20Statista%20-%20Spending%20in%20the%20Worlds%20Largest%20Advertising%20Markets%202019.png?width=600&name=CHART%20TOP%2010%20-%20Statista%20-%20Spending%20in%20the%20Worlds%20Largest%20Advertising%20Markets%202019.png)](https://www.statista.com/statistics/273736/advertising-expenditure-in-the-worlds-largest-ad-markets/) [Click here to access the full Chart at the original website](https://www.statista.com/statistics/273736/advertising-expenditure-in-the-worlds-largest-ad-markets/) ### **How Can Neuromarketing Help You?** [As Senior Specialist here at Barcelona Virtual](https://www.bvirtual.com/#team), I lead *a range of Neuromarketing services* that can give Brands **a definite competitive advantage**. The audits and tests we run improve the ROI of our customers' Marketing investments immediately. Some of these services include: - Campaign Pre-Testing - Supermarket Shelf & Packaging Analyses - Persuasion Index scoring for Brands - Customised Neuroaudits and more! Engage with me now in a different way, by listening to my recent interview on our podcast: [*The Alexa European Marketing Flash Briefing*](https://blog.bvirtual.com/alexa-european-marketing-flash-briefing-s02-e11-neuromarketing-an-interview-with-raquel-fructos?hsLang=en-gb): [AFFINITÀ | Barcelona Virtual](https://soundcloud.com/user-492769183) · [S02 E11 - NEUROMARKETING - Barcelona Virtual Alexa European Flash Briefing](https://soundcloud.com/user-492769183/s02-e11-neuromarketing-barcelona-virtual-alexa-european-flash-briefing)   --- IN DEPTH  [Get even more resources about Neuromarketing, in the episode's Programme Notes](https://blog.bvirtual.com/alexa-european-marketing-flash-briefing-s02-e11-neuromarketing-an-interview-with-raquel-fructos?hsLang=en-gb) --- **So, what do you think?** Why don't we try — together— to change Neuro *What*? ...  to Neuro *Wow!* --- **Now, more than ever, it is vital to:** - Go beyond customary quantitative analytics - Understand the importance of emotional and physical responses - Validate Marketing effectivity using Neuromarketing --- \* Sources: Gerald Zaltman / Nielsen  Original post published on 21 October 2020. **Updates:** - 11 November 2020 - 27 January 2021 - 02 March 2021 - 08 April 2021 [Digital Marketing](https://blog.bvirtual.com/tag/digital-marketing) [E-Commerce](https://blog.bvirtual.com/tag/e-commerce) [Alexa Flash Briefing](https://blog.bvirtual.com/tag/alexa-flash-briefing) [Neuromarketing](https://blog.bvirtual.com/tag/neuromarketing) [lab](https://blog.bvirtual.com/tag/lab) [**Next** E-COMMERCE | Paul's Take 5!](https://blog.bvirtual.com/paul-fleming-take-5-ecommerce?hsLang=en-gb) [**Previous** LAB | NEUROMARKETING · Alexa European Marketing Flashbriefing S02 E11](https://blog.bvirtual.com/alexa-european-marketing-flash-briefing-s02-e11-neuromarketing-an-interview-with-raquel-fructos?hsLang=en-gb) No comments ### ABOUT US [![ABOUT US](https://blog.bvirtual.com/hubfs/Bvirtual_July2018/Images/homeCarrusel2.jpg)](https://www.bvirtual.com) [![Your Picture](https://blog.bvirtual.com/hubfs/BV%20LOGOS/Logo_cuadrado_PNG.png)](http://www.bvirtual.com) ## BARCELONA VIRTUAL [European Internet Pioneer. Digital Marketing Agency, offering Advanced Strategies since 1995.](https://www.bvirtual.com/) Unilever, PlayStation, Universal Pictures, Deutsche Bank, Martini, AMC. #Eurobest #CannesLions [**Co-Founder of the Affinità Network**](https://www.affinita.net/) [![](https://blog.bvirtual.com/hs-fs/hubfs/Bvirtual_July2018/Images/icon18_wrench_allbkg.png?width=18&height=18&name=icon18_wrench_allbkg.png)](https://www.blogger.com/rearrange?blogID=6687525294164513342&widgetType=Text&widgetId=Text1&action=editWidget§ionId=profile-caption) - - - - - - ### Search within our Blog ### Author [![My photo](https://blog.bvirtual.com/hubfs/Bvirtual_July2018/Images/favicon.png)](https://www.blogger.com/profile/07157363780874675140) Blogmaster Welcome to the Blogs of Barcelona Virtual, *Intelligent Marketing*. Please visit us at **[our web](http://www.bvirtual.com)** and our older, specialised blog on VR,3D & Virtual Reality Marketing *[Mundos Virtuales](http://bvmundosvirtuales.blogspot.com/)*. 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And also on **[Paul Fleming's Twitter](http://www.twitter.com/paulflemingmktg)** To view selected presentations from Paul's classes & conferences, please visit his [**Slideshare.**](http://www.slideshare.net/pwfleming) And don't forget to join us on **[Linked In](https://www.linkedin.com/company/99244/admin/)** or **[Instagram](https://www.instagram.com/barcelona.virtual/)**! ;-) [View my complete profile](https://www.blogger.com/profile/07157363780874675140) [![Bvirtual](https://blog.bvirtual.com/hubfs/Bvirtual_July2018/Images/icon18_wrench_allbkg.png)](https://www.blogger.com/rearrange?blogID=6687525294164513342&widgetType=Profile&widgetId=Profile1&action=editWidget§ionId=sidebar) ### Featured post ## [Have You Discovered Our Podcast Directory? | SEASONS 01–06](https://blog.bvirtual.com/barcelona-virtual-european-marketing-podcast-directory-seasons-1-to-6?hsLang=en-gb) ![jeff-bezos-60-minutes-interview](https://blog.bvirtual.com/hubfs/Bvirtual_July2018/Images/Jeff%20Bezos%20Amazon.jpg?t=1536080356158) ### OUR CONTENT OVER THE YEARS - [Alexa Flash Briefing (61)](https://blog.bvirtual.com/tag/alexa-flash-briefing) - [lab (56)](https://blog.bvirtual.com/tag/lab) - [E-Commerce (31)](https://blog.bvirtual.com/tag/e-commerce) - [Digital Marketing (27)](https://blog.bvirtual.com/tag/digital-marketing) - [Customer Loyalty (17)](https://blog.bvirtual.com/tag/customer-loyalty) - [Artificial Intelligence (14)](https://blog.bvirtual.com/tag/artificial-intelligence) - [Digital Lifestyle (13)](https://blog.bvirtual.com/tag/digital-lifestyle) - [Voice Marketing (13)](https://blog.bvirtual.com/tag/voice-marketing) - [ROI (10)](https://blog.bvirtual.com/tag/roi) - [Crisis Management (9)](https://blog.bvirtual.com/tag/crisis-management) - [E-Mail Marketing (9)](https://blog.bvirtual.com/tag/e-mail-marketing) - [Mobile Marketing (8)](https://blog.bvirtual.com/tag/mobile-marketing) - [Personal Cybersphere (8)](https://blog.bvirtual.com/tag/personal-cybersphere) - [B2B Marketing (6)](https://blog.bvirtual.com/tag/b2b-marketing) - [B2C Marketing (6)](https://blog.bvirtual.com/tag/b2c-marketing) - [Neuromarketing (5)](https://blog.bvirtual.com/tag/neuromarketing) - [Content Marketing (4)](https://blog.bvirtual.com/tag/content-marketing) - [Geo-Marketing (4)](https://blog.bvirtual.com/tag/geo-marketing) - [Social Media Marketing (4)](https://blog.bvirtual.com/tag/social-media-marketing) - [Case Studies (3)](https://blog.bvirtual.com/tag/case-studies) - [Smart Media (3)](https://blog.bvirtual.com/tag/smart-media) - [CRM (2)](https://blog.bvirtual.com/tag/crm) - [BV Plan (1)](https://blog.bvirtual.com/tag/bv-plan) - [Brandgibility (1)](https://blog.bvirtual.com/tag/brandgibility) - [Events Marketing (1)](https://blog.bvirtual.com/tag/events-marketing) - [PYMEs (1)](https://blog.bvirtual.com/tag/pymes) See all - - - - - - Copyright 2024 Barcelona Virtual. 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