I have just read an article on Neuromarketing which stems from Martin Lindstrom’s book Buyology: Truth and Lies About Why We Buy. In summary, Lindstrom uses Functional Magnetic Resonance Imaging (fMRI) and Steady-state Typography (SST) to look at what the brain is doing when exposed to various marketing and advertising stimuli. Wow, pretty impressive huh?

The argument goes that this new technique is more effective than traditional market research. It comes down to people’s inability to fully express their feelings in a traditional qualitative market research scenario. I have long commented on the limitations of traditional market research for new businesses. I have studied research methodology at postgraduate level and it’s clear that there are too many variables to consider for a small business to produce good quality research. As a result of this, and a large degree of personal experience, I have subscribed to Guy Kawasaki’s mantra of release early and improve in the real world. Thankfully this has become the predominant philosophy in the entrepreneurial community.

Traditional market research is used by large and established companies. However, they have the infrastructure to do it properly. They have the cash to get the market research specialists to do it for them. But, from a new start-up’s perspective it just doesn’t give the bang for the buck to make it worthwhile. A couple of days doing desk research is enough to accumulate adequate information to make a start on your new business.

Neuromarketing is an interesting tool that I believe entrepreneurs should be aware of. We all know about Richard Bandler and John Grinder’s monumental work on Neuro Linguistic Programming (NLP). Successful marketers have been using NLP techniques for years. So from the outset there is nothing really new to Neuromarketing. At a glance, it seems to be just the measurement of how the brain responds to NLP techniques. However, it represents a different perspective on marketing.

It has shown that sound is more important than visuals among many other interesting findings. How does that influence your branding? Listen, your new business is in the era of multimedia. You can benefit from using Neuromarketing in your multimedia campaigns. Now, I’m not talking about setting up a fMRI machine in your office or garage. I just mean that you should be aware of the research and apply some of the findings in order to find out if they work for you. Remember, marketing is magic!