Looking at the brain in 4K – understanding the next stage of neuromarketing
We love talking ‘future technology’ in the Cadence blog, and when that new technology poses some interesting questions for marketers, even better!
Neuromarketing is the application of neuroscience to marketing principles (bear with me) that’s leveraging advanced technology for brain imaging and scanning to measure how humans respond to certain products and advertising. It’s a kind of impulse-take on the traditional focus group, perhaps most interestingly, in some neuromarketing trials the responses measured by the brain are not always consciously perceived by the subject. With this in mind, let’s explore the latest developments and findings from neuromarketing research and how they are changing the way marketers approach communications.
The term neuromarketing was first used in 2002 but research in the field can be found from the 1990s. The first experiments explored human subconscious with selected sets of images that caused a positive emotional response and activated hidden images to stimulate the purchase. But neuromarketing is much more than measuring brain responses, and thanks to huge advancements in wearable technology, AI, and an influx of real-time consumer data, neuromarketing looks very different in 2025 and beyond.
AI integration / web design
In almost every sector we are seeing a consistent deployment of AI to support human decision making and tackle the endless task of data analysis. AI models are capable of monitoring consumer data down to the most minute detail including eye-tracking movements and facial expressions, using algorithms to predict what the best content-approach is to resonate with a specific audience. Measuring emotional responses is also driving website development, testing not just for usability but for cognitive impact on the users. Subtle changes in colour, text, or button placement are just some examples of the small changes that have been shown to increase click through rates by triggering feelings in a user’s subconscious before those thoughts are registered in the conscious mind. Have you ever visited a website that just felt right, even if you can’t explain why? It was likely built on neuromarketing principles which align with your preferences.
Ultimately, this approach will lead the way for Personalised Marketing content that triggers an emotional response, which is a goal of every marketer regardless of what the final product, innovation, or service is. This could take the form of digital display adverts you see everyday or websites that morph based on the individual for maximum impact. While this is available now to some degree it has largely been based on historic behaviour, measuring where a user has purchased a product or read a piece of content, rather than being driven by psychological factors within their subconscious.
Virtual testing
Back at the origins of neuromarketing, scientists would have to gather their subjects before making them wear a sophisticated sensor on their head to track brain responses. In 2025 however VR and AR technology is commonplace and something many people use every day. Combining different reality headsets with neurobiological tools means that products, buildings, or experiences can be measured before they are built. Think of a property programme that shows potential buyers digital representations of refurbished homes before making renovations but with those buyers able to walk through the rooms and see the space in real time. We are well versed with this in the industrial space where for many years VR, AR, and digital twins combine to let operators change processes without disruption and now this can be applied to almost anything that relies on the customer experience – even WREN Kitchens have a VR pod. Not only does this mean lower risk for businesses, marketers with access to this information can build campaigns around emotional responses to bridge the gap between sales objectives and human behaviour.
Marketers have been on a constant quest to understand the best way for customers to interact with products and neuromarketing principles provide a window into the subconscious mind. Now it is not feasible to brain scan every potential customer but by understanding the principles of neuromarketing marketers can build effective campaigns that use the bleeding edge of technology. And all of this without an in-person focus group with random participants selected from the general public on a high street.
