33-cue-neuro-marketing-innovations_en

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1、BusinessInnovationObservatoryCustomerExperienceNeuro-marketinginnovationsCasestudy33EnterpriseandIndustryTheviewsexpressedinthisreport,aswellastheinformationincludedinit,donotnecessarilyreflecttheopinionorpositionoftheEuropeanCommissionandinnowaycommittheinstitution

2、.CustomerExperienceNeuro-marketinginnovationsBusinessInnovationObservatoryContractNo190/PP/ENT/CIP/12/C/N03C01Authors:LaurentProbst,LaurentFrideres,DawitDemetri&BastianVomhof,PwCLuxembourg.Coordination:Directorate-GeneralforEnterpriseandIndustry,DirectorateB“Sustain

3、ableGrowthandEU2020”,UnitB3“InnovationPolicyforGrowth”.EuropeanUnion,June2014.TableofContents1.Executivesummary22.Neuro-marketinginnovations33.Socio-EconomicRelevance43.1.Themarketpotentialofneuro-marketing43.2.Benefitsofneuro-marketing43.3.Thecreationofnewmarketsan

4、djobs43.4.Scepticismtowardsneuro-marketing53.5.Clientperspectivesandchallengesrelatedtotheuptakeofthetrend63.6.Enterprisessolvingtoday’sneuro-marketingchallenges64.Driversandobstacles104.1.Marketentrybarriers104.2.Accesstofunding104.3.Internationalisation115.Policyr

5、ecommendations125.1.Improvebusinessenvironmenttofacilitatemarketaccess125.2.ImproveSMEs’accesstofinance125.3.Harmoniseinternationalframework136.Appendices146.1.Interviews146.2.Websites146.3.References14CustomerExperience1.ExecutivesummaryNeuro-marketingdrawsonneuro-

6、scientifictechnologiesproductsandservicesandabetterinsightintohowtotounderstandthesubconsciousreasoningandengagewithcustomersonanemotionalbasis.behaviourofcustomers.ItmeasuresbrainandbodyAnumberofdrivershavefacilitatedthetrend’sgrowth.Forsignalsinsteadof,oralongwith

7、,traditionalself-reportinginstance,companiesareattractedbyneuro-marketing’stoolslikesurveysorinterviews.Neuro-marketingappliesthepotentialtodisplacetraditionalmarketresearchthatfollowingtechniquesinparticular:haslongreliedoncostly,time-consumingtechniqueslike•Electr

8、oencephalography(EEG),whichrecordselectricalinterviewsandfocusgroups.Othercompaniesinvestinactivityinthebrainbyattachingelectrodestothesca