Neuroscience offers targeting insights

MELBOURNE: Marketers may be able to define their target audiences, but messages sent are not always aligned to purchase triggers, a leading strategic consultant has said. According Dr Peter Steidl, Principal at Neurothinking, segments are often defined by variables that do not actually drive purchase decisions at a neuro level. This means the segmentation may be useful when it comes to execution, but is not particularly relevant with respect to strategy development. (For more, read Steidl’s exclusive report for Warc: How neuroscience can make segmentation and understanding purchase behaviour easier.) He says purchase behaviour is driven by dedicated brain circuits that have been established in the consumer’s mind, driving behaviour over long periods of time – sometimes all their life. The Deep Rooted Drivers of Behaviour (DRDs), as Steidl calls…

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