Neuromarketing: Definition and Application Methods


Neuromarketing is a marketing strategy that measures and examines customers' eye tracking and brain activity during the decision-making process for purchases. Emerging from the fusion of neuroscience and marketing sciences, neuromarketing is utilized to understand consumer decisions. Scientific techniques such as fMRI, EEG, and eye tracking are employed to identify individuals' movements and emotional responses during decision-making.

By using physiological measurements, tracking brain activity, and eye tracking methods, marketing strategies can be optimized based on research outcomes. Studies are conducted to measure responses to brands, advertisements, or products, aiming to improve consumer experiences. As a result of these studies:

  • Marketing campaigns can be optimized.
  • Effective marketing campaigns can be created.
  • Efforts can be made to create a positive brand perception.
  • Initiatives can be implemented to increase brand loyalty.
  • Research and development activities can be conducted for products.
  • A new pricing policy can be established.
  • Optimal initiatives can be planned by detecting consumers' emotional movements.

How Is Neuromarketing Done?

Neuromarketing is one of the building blocks of modern marketing techniques, decoding the link between the brain, nervous system, and human behaviors. Below are the fundamental steps of neuromarketing to establish a connection with consumers:

  1. Define questions for neuromarketing research.
  2. Understanding the target audience is crucial, and information about the target audience should be collected.
  3. Determine the products or materials for research.
  4. Choose the appropriate neuromarketing method (eye tracking, brain wave detection, etc.).
  5. Data should be collected and recorded during testing.
  6. After collecting data, analysis should be performed using data analysis methods.
  7. Analyses should be reported and interpreted by experts.
  8. Based on the findings, research and development activities should commence.

What Are Neuromarketing Techniques?

Neuromarketing employs various techniques such as brain scanning tools and biometric measurements:

  1. FMRI (Functional Magnetic Resonance Imaging): Used to measure brain functions and detect changes.
  2. EEG (Electroencephalography): Used to monitor brain waves.
  3. Eye Tracking: A technique to determine where consumers focus their attention by tracking their eye movements.
  4. SSPT (Steady State Probe Topography): Used to monitor brain activity in specific regions.
  5. PET (Positron Emission Tomography): Used to examine tissue and organ functions.
  6. TMS (Transcranial Magnetic Stimulation): Used to regulate brain activity.
  7. Galvanic Skin Response Test: Used to measure responses to stimuli in the nervous system.
  8. Implicit Association Test: Used to measure subconscious associations.
  9. Facial Expression Recognition: Used to identify facial expressions and emotional reactions.


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