Skip to main content
  • login
  • contact
  • language
    • English
    • Français
    • Español
    • Português
    • Deutsch
    • Italia
    • 简体中文
    • 日本語
  • search
X
    GEP Logo GEP Logo
    • Company  
        • About Us 
        • Culture 
        • Careers 
        • Contact Us 
        • AI-First at GEP
        • Sustainability at GEP

        About Us

        • Leadership
        • Customers
        • Partners
        • News
        • GEP in the News
        • Events
        • Mission & Vision
        • Awards & Recognition
        • Contact Us

        GEP Is a Leader in the 2025 Gartner® Magic Quadrant™ for Source-to-Pay Suites

        Read More
        A Procurement Software Platforms Leader — 4 Years Running

        Tariff Resource Center: Strategies and Action Plans 

        Read More

        Culture

        • Diversity
        • GEP Cares
        • GEP Core Values
        • Women at GEP
        A Procurement Software Platforms Leader — 4 Years Running

        GEP & Xylem Unite to Bring Clean Water to 1,800 in Maharashtra

        Mapping & Reducing Scope 3 Emissions: A Quickstart Guide for Procurement Pros

        GEP & Akshaya Patra: Partnering to Deliver 4 Billion Meals and Fight Hunger Worldwide

        Careers

        • Explore Global Careers Opportunties
        • North American
        • Europe
        • India
        • Latin America
        • Asia-Pacific
        • Join Us
        • GEP Per Se
        • Campus Connect
        TOP EMPLOYER 2025 - USA
        TOP EMPLOYER 2025 - UK
        TOP EMPLOYER 2025 - INDIA
        TOP EMPLOYER 2025 - Costa Rica

        Contact Us

        • Ask Us
        • Request for Proposal
        • Schedule a Demo
        • Share Feeback
        GEP - AMERICA

        GEP in the Americas

        GEP - EUROPE

        GEP in Europe

        GEP - ASIA

        GEP in Asia

        GEP - AFRICA

        GEP in Africa 

        GEP - Middle East

        GEP in the Middle East

        AI-First at GEP

        Sustainability at GEP

    • Solutions  
        • Software 
          • GEP SMART  
          • GEP NEXXE  
          • GEP FINA  
          • GEP QUANTUM  
          • GEP GREEN
        • Strategy 
          • Procurement Consulting  
          • Supply Chain Consulting  
        • Managed Services 
          • Procurement Outsourcing  
          • Supply Chain Outsourcing  

        Software

        GEP SMART

        • Procurement Software
        • Direct Procurement Software
        • Indirect Procurement Software
        • Midsize & High Growth Enterprises

        GEP NEXXE

        • AI-First Supply Chain Management 
        • Supply Chain Visibility and Execution 
        • Supply Chain Planning 
        • Supply Chain Collaboration  

        GEP FINA

        GEP GREEN

        GEP QUANTUM

         

        GEP SMART

        • Procurement Software
        • Direct Procurement Software
        • Indirect Procurement Software
        • Unified Source-to-Pay
        • Source-To-Contract Software
        • Procure-to-Pay
        • GEP SMART for Midsize & High-Growth Enterprises
        • Key Capabilities
        • Spend Analysis
        • Sourcing
        • Contract Lifecycle Management
        • Supplier Lifecycle Management
        • Third-Party Risk Management
        • Purchasing
        • Payments
        • Data Analytics and Reporting
        • Do More With GEP SMART
        • Intake Management & Orchestration
        • Intelligent Category Management
        • Tail Spend Management
        • Cost Data & Analytics (GEP COSTDRIVERS)

        GEP NEXXE

        • AI-First Supply Chain Management
        • Supply Chain Visibility and Execution
        • Logistics Visibility  
        • Inventory and Warehouse Management
        • GEP Multienterprise Collaboration Network
        • Supply Chain Control Tower
        • Field Services  
        • Supply Chain Collaboration & Planning  
        • Supply Chain Planning
        • Purchase Order Collaboration  
        • Forecast Collaboration 
        • Capacity Collaboration  
        • Quality Management Software  
        • Should-Cost Modeling
        • Direct Material Sourcing
        GEP Is a Leader in the 2025 Gartner® Magic Quadrant™ for Source-to-Pay Suites

        GEP Is a Leader in the 2025 Gartner® Magic Quadrant™ for Source-to-Pay Suites

        Read More

        GEP FINA

        • E-Invoice Network
        • E-Invoice Receiving
        • E-Invoice Sending
        • E-Invoicing Compliance
        • Digital Supply Chain
        GEP Is a Leader in the 2025 Gartner® Magic Quadrant™ for Source-to-Pay Suites

        GEP Is a Leader in the 2025 Gartner® Magic Quadrant™ for Source-to-Pay Suites

        Read More

        GEP QUANTUM

        • AI, ML & Automated Technology
        • AI-Powered Data Analytics
        • Cloud Integration
        • Low-Code Application Development
        GEP Is a Leader in the 2025 Gartner® Magic Quadrant™ for Source-to-Pay Suites

        GEP Is a Leader in the 2025 Gartner® Magic Quadrant™ for Source-to-Pay Suites

        Read More

        Strategy

        Unrivaled supply chain and procurement expertise + the transformative power of AI

        Procurement Consulting

        • Procurement Transformation
        • Digital Procurement Transformation
        • Opportunity Assessment
        • M&A Services

        Supply Chain Consulting

        • Environmental, Social and Governance
        • Sustainability Consulting Services
        • Socially Responsible Sourcing
        • Scope 3
        A Procurement Software Platforms Leader — 4 Years Running

        Tariff Resource Center: Strategies and Action Plans 

        Read More

        Procurement Consulting

        • Procurement Transformation
        • Digital Procurement Transformation
        • Opportunity Assessment
        • M & A Services
        • Strategic Cost Management
        • Supply Risk Management
        6 Strategies for CPG Companies To Supercharge Sales and Operations Planning

        6 Strategies for CPG Companies To Supercharge Sales and Operations Planning

        Read More

        Supply Chain Consulting

        • Environmental, Social and Governance
        • Sustainability Consulting Services
        • Socially Responsible Sourcing
        • Supply Chain Strategy
        • Supply Chain Diagnostics
        • Inventory Optimization
        • Network Optimization
        • GEP Total Inventory Management Solution
        Mapping & Reducing Scope 3 Emissions: A Quickstart Guide for Procurement Pros

        10 Practical Steps To Reduce Scope 3 Emissions

        Read More

        Managed Services

        World-class skills, experience and know-how — amplified by the power of AI

        Procurement Outsourcing

        • Source-to-Contract
        • Spend Analysis 
        • Procure-to-Pay
        • Cost Recovery & Invoice Auditing

        Supply Chain Outsourcing

        • Planning & Forecasting
        • Inventory Management
        • Logistics Management
        • Supply Chain Data Management
        GEP Named a Leader in Procurement Outsourcing Services

        GEP Named a Leader in Procurement Outsourcing Services

        Read More

        Procurement Outsourcing

        • Source-to-Contract
        • Spend Analysis
        • Strategic Sourcing
        • Category Management
        • Tail-Spend Management
        • Procurement Support Services
        • Procure-to-Pay
        • Cost Recovery & Invoice Auditing
        • Accounts Payable
        GEP Named a Leader in Procurement Outsourcing Services

        GEP Named a Leader in Procurement Outsourcing Services

        Read More

        Supply Chain Outsourcing

        • Planning & Forecasting
        • Inventory Management
        • Logistics Management
        • Supply Chain Data Management
        • Supply Chain Risk Management
        GEP Named a Leader in Procurement Outsourcing Services

        Expanding the Possibilities for Procurement and Supply Chain Management by Using AI

        Read More
    • Industries  
        • Explore by Industry 

        Explore by Industry

        • Automotive
        • Chemicals
        • Consumer Packaged Goods
        • Energy & Utilities
        • Financial Services
        • Government & Nonprofit
        • Industrial Manufacturing
        • Life Sciences
        • Oil & Gas
        • Private Equity
        • Retail
        • Telecommunications, Media & Technology
        • High-Tech
        • Media & Entertainment
        • Software, Social & Platforms
        • Telecom
        • Travel & Hospitality
    • Knowledge Bank  
        • Explore by Topic 
        • Explore by Type 
        • Global Supply Chain Volatility Index

        Explore by Topic

        • Artificial Intelligence
        • Digital Transformation
        • Software & Technology
        • Strategy & Planning
        • Operations
        • Procurement
        • Sustainability
        • Inflation Strategies
        A Procurement Software Platforms Leader — 4 Years Running

        Tariff Resource Center: Strategies and Action Plans 

        Read More

        Explore by Type

        • White Papers
        • Research Reports
        • Bulletin
        • Case Studies
        • Webcasts
        • Blogs
        • Podcasts
        • Insights From the Top
        • Glossary
        Resilience: Delivering Value Amid Volatility

        Resilience: Delivering Value Amid Volatility

        Read More

        Global Supply Chain Volatility Index

    • Careers
      • Join Us
      • GEP Per Se
      • Campus Connect
    • Partners
       
    • GEP Software ›
      • GEP Software
      • ‹ Back
        • GEP SMART ›
          • GEP SMART
          • ‹ Back
            • Procurement Software
            • Direct Procurement Software ›
              • Direct Procurement Software
              • ‹ Back
                • Bill of Materials Management
                • Data Analytics & Reporting
                • Inventory Management
                • Master Data Management
                • Quality Management
                • Supplier Collaboration Portal
                • Supply Chain Operations
            • Indirect Procurement Software ›
              • Indirect Procurement Software
              • ‹ Back
                • Source-to-Contract
                • Savings Project Management
                • Savings Tracking
                • Guided Buying
                • Procurement Portal
                • Catalog Management
                • Order Processing
                • Invoice Management
            • Unified Source-to-Pay
            • Source-To-Contract Software
            • Procure-to-Pay
            • Midsize & High Growth Enterprises
            • Key Capabilities
            • Spend Analysis
            • Sourcing
            • Contract Lifecycle Management
            • Supplier Lifecycle Management
            • Third-Party Risk Management
            • Purchasing
            • Payments
            • Data Analytics and Reporting
            • Do more with GEP SMART
            • Intake Management & Orchestration
            • Intelligent Category Management
            • Tail Spend Management
            • Cost Data & Analytics (GEP COSTDRIVERS)
        • GEP NEXXE ›
          • GEP NEXXE
          • ‹ Back
            • AI-First Supply Chain Management
            • Supply Chain Visibility and Execution ›
              • Supply Chain Visibility and Execution
              • ‹ Back
                • Inventory and Warehouse Management
                • Control Tower
            • Logistics Visibility
            • Inventory and Warehouse Management
            • GEP Multienterprise Collaboration Network
            • Supply Chain Control Tower
            • Field Services
            • Supply Chain Collaboration & Planning ›
              • Supply Chain Collaboration & Planning
              • ‹ Back
                • Purchase Order Collaboration
                • Quality Collaboration
            • Supply Chain Planning ›
              • Supply Chain Planning
              • ‹ Back
                • Demand Planning
                • Supply Chain Bill of Materials
                • Supply Planning
            • Purchase Order Collaboration
            • Forecast Collaboration
            • Capacity Collaboration
            • Quality Management Software
            • Should-Cost Modeling
            • Direct Material Sourcing
        • GEP FINA ›
          • GEP FINA
          • ‹ Back
            • E-Invoice Network
            • E-Invoice Receiving
            • E-Invoice Sending
            • E-Invoicing Compliance
            • Digital Supply Chain
        • GEP QUANTUM ›
          • GEP QUANTUM
          • ‹ Back
            • AI, ML & Automated Technology
            • AI-Powered Data Analytics
            • Cloud Integration
            • Low-Code Application Development
        • GEP GREEN
        • Innovation ›
          • Innovation
          • ‹ Back
            • Emerging Technologies
            • Native to Cloud
            • Native to Mobile
            • One Unified Platform
            • Security
            • User-Centric Design
    • GEP Strategy ›
      • GEP Strategy
      • ‹ Back
        • Procurement Consulting ›
          • Procurement Consulting
          • ‹ Back
            • Procurement Transformation ›
              • Procurement Transformation
              • ‹ Back
                • Procurement Strategy
                • Org. Design & Implementation
                • Capability Building
                • Change Management
                • Governance & Performance
                • Processes & Policies
                • S2P Operations
                • Sourcing & Category Management
                • Technology
            • Digital Procurement Transformation
            • Opportunity Assessment
            • M&A Services ›
              • M&A Services
              • ‹ Back
                • M&A Clean Room
            • Strategic Cost Management ›
              • Strategic Cost Management
              • ‹ Back
                • Zero-Based Budgeting
            • Supply Chain Risk Management
        • Supply Chain Consulting ›
          • Supply Chain Consulting
          • ‹ Back
            • Environmental, Social and Governance
            • Sustainability Consulting Services
            • Socially Responsible Sourcing
            • Scope 3
            • Demand and Supply Chain Planning
            • Collaborative Planning
            • Source To Contract
            • Procure To Pay
            • Inventory Strategy & Management
            • Operations & Manufacturing Excellence
            • GEP Total Inventory Management Solution
            • Network Strategy & Optimization
            • Warehousing & Transportation Management
    • GEP Managed Services ›
      • GEP Managed Services
      • ‹ Back
        • Procurement Outsourcing ›
          • Procurement Outsourcing
          • ‹ Back
            • Source-to-Contract
            • Spend Analysis
            • Strategic Sourcing ›
              • Strategic Sourcing
              • ‹ Back
                • MRO
                • CAPEX
                • Logistics
                • Packaging
                • IT & Telecom
                • Energy
                • Direct Materials
            • Category Management ›
              • Category Management
              • ‹ Back
                • Contract Management
                • Supplier Performance Management
                • Savings & Compliance Tracking
            • Supply Market Intelligence  
            • Tail-Spend Management Services
            • Procurement Support Services ›
              • Procurement Support Services
              • ‹ Back
                • eSourcing
                • Supplier Performance Management
                • Savings & Compliance Tracking
                • Sourcing Support
            • Procure-to-Pay
            • Cost Recovery & Invoice Auditing
            • Accounts Payable
        • Supply Chain Outsourcing ›
          • Supply Chain Outsourcing
          • ‹ Back
            • Planning & Forecasting
            • Inventory Management
            • Logistics Management
            • Supply Chain Data Management
            • Supply Risk Management
    • Industries ›
      • Industries
      • ‹ Back
        • Automotive
        • Chemicals
        • Consumer Packaged Goods
        • Energy & Utilities
        • Financial Services
        • Government & Nonprofit
        • Industrial Manufacturing
        • Life Sciences
        • Oil & Gas
        • Private Equity
        • Retail
        • Telecommunications, Media & Technology
        • High-Tech
        • Media & Entertainment
        • Software, Social & Platforms
        • Telecom
        • Travel & Hospitality
    • Knowledge Bank ›
      • Knowledge Bank
      • ‹ Back
        • Explore by Topic ›
          • Explore by Topic
          • ‹ Back
            • Artificial Intelligence
            • Digital Transformation
            • Operations
            • Procurement
            • Software & Technology
            • Strategy & Planning
            • Sustainability
            • Inflation Strategies
        • Explore by Type ›
          • Explore by Type
          • ‹ Back
            • Insights From the Top
            • White Papers
            • Research Reports
            • Bulletins
            • Case Studies
            • Webcasts
            • Blogs
            • Podcasts
            • Glossary
        • Global Supply Chain Volatility Index
    • Company ›
      • Company
      • ‹ Back
        • About Us
        • Leadership
        • Customers
        • Partners
        • AI-First at GEP
        • Sustainability at GEP
        • News
        • Events
        • Culture ›
          • Culture
          • ‹ Back
            • GEP Core Values
            • Women@GEP
            • Diversity
            • GEP Cares
        • Mission & Vision
        • Awards & Recognition
        • Contact Us
    • Global Presence ›
      • Global Presence
      • ‹ Back
        • Americas ›
          • Americas
          • ‹ Back
            • English
            • Español
            • Portugués
        • Europe ›
          • Europe
          • ‹ Back
            • English
            • Deutsch
        • Asia-Pacific ›
          • Asia-Pacific
          • ‹ Back
            • English
            • 中文
        • Middle East ›
          • Middle East
          • ‹ Back
            • English
            • العربية
    • Contact Us
    • Careers ›
      • Careers
      • ‹ Back
        • GEP Per Se
        • Campus Connect
    • Language ›
      • Language
      • ‹ Back
        • English
        • Français
        • Español
        • Deutsch
        • Italia
        • Português
        • 简体中文
        • 日本語
    • BLOGS
    • Strategy
    • Technology
    • MIND
     
    •  
    •  
    •  
    •  
    Blog Image

    How Neuromarketing Is Helping Advertisers Read Your Mind

    December 12, 2019 | Marketing

    Neuromarketing is taking advertising to the next level, using medical technology to study the brain’s responses to marketing stimuli. Researchers measure the changes in the activity in the brain to understand the reasons why consumers take certain decisions and what part of the brain stimulates such decision-making. With the widespread adoption and use of biometric devices across consumer electronics, the neuromarketing has the potential to shape the future of marketing and advertising.

    Getting in the Consumer's Head with Technology

    Neuromarketing is carried out with the help of technologies such as eye-tracking, electroencephalograms (EEG) or functional MRIs, and facial coding. Eye-tracking involves following the eye movement of people while they are shopping or watching TV, using very small and light eye-tracking devices that participants in the study can wear. Functional MRIs or electroencephalograms (EEG) are devices that specialize in reading the brain’s electromagnetic activity, which helps brands gather hints about what is going on inside the consumers’ brains, which they can then use to understand consumer preferences, specifically to understand whether a brand interests or bores them. Facial coding is a science used to “read faces” with precision. Very small muscle movements on a face can be accurately measured with the help of sensors, helping marketers monitor and interpret the expressions of consumers. These subtle expressions can then be used to predict the possible behavioral patterns of consumers.

    The National Cancer Institute used neuromarketing in their advertisements to encourage smokers to quit smoking by calling their helpline. The marketing campaign tracked consumer reactions using functional magnetic resonance imaging (fMRI), which led to an overall increase in call volumes to the helpline, ranging from a 2.8% all the way to a 32% increase. A global snack food brand utilized EEG to study the response of the audience to an advertising campaign. The focus group reportedly disliked the ad in their survey answers, but the EEG data disagreed and showed that the audience actually enjoyed the ads they were shown. The company went ahead with the campaign and it was a success.

    The Future of Neuromarketing

    There are over 150 global neuromarketing companies, ranging from some who only provide the technology to agencies who offer a full suite of services. With a customer-base of over 1,400 brands, Boston-based Affectiva — which grew out of MIT’s Media Lab — is the world’s largest provider of neuromarketing technology, followed by Emotiv, based out of San Francisco, and Synetiq, based out of Budapest, Hungary. Europe has the most neuromarketing service providers followed by North America and Asia. The future of neuromarketing appears quite promising, particularly as the cost of equipment used for neuromarketing studies was, which was very high until a few years ago, has declined significantly. Furthermore, new technological advancements are enabling testing in real-life situations, which improves the data available to neuromarketing companies. Awareness of the benefits of neuromarketing is growing among brands which should see the neuromarketing sector grow quickly.

    Conclusion

    According to research by Google, about 50% of ads do not get any recognition from consumers, which can lead to significant losses as marketing and advertising are sources of substantial expenditure. While it might be a relatively new concept, the insights derived from neuromarketing studies are widely applicable. Advances in data analytics and technology have opened up a brand-new world for brands and neuromarketing is just one of these tools on offer. In an era of cut-throat competition, companies need to take advantage of the latest technologies in order to carve out a niche for themselves.

     

    Further Reading

    • https://neuro.georgetown.edu/about-neuroscience
    • https://www.neurosciencemarketing.com/blog/articles/what-is-neuromarketing.htm
    • https://www.cyberclick.es/numericalblogen/5-neuromarketing-techniques-for-marketers
    • https://www.martechadvisor.com/articles/mta-lab/neuromarketing-examples-and-tips-to-take-your-campaigns-to-the-next-level
    • https://www.cmo.com/features/articles/2015/1/19/why_the_future_is_br.html
    • https://fabrikbrands.com/neuroscience-marketing-mind-control
    • https://www.morningfuture.com/en/article/2019/10/16/marketing-neuromarketing-mariano-diotto/755
    • https://neuromarketingtips.eu/neuromarketing-resources/neuromarketing-companies
    • https://www.neurosciencemarketing.com/blog/companies
     

    Tags: medical technology , maximizing marketing ROI

    Add Comment +

    GEP Outlook 2025: Procurement & Supply Chain Key Trends, Challenges and Opportunities

    Read More

    FEATURED POST

    ...
    Risk Management

    Act Now or Play Safe? Here’s How to Respond to Tariff Uncertainty

    ...
    Supply Chain Strategy

    The AI Race Isn’t Just About Tech — It’s About Supply Chain Agility

    ...
    Source to Pay

    From Vision to Execution: Why GEP Is a Leader for S2P Suites in Gartner 2024-25 Magic Quadrant

      BLOG CATEGORIES

    • Marketing
    • Pharma and Life Sciences
    • Professional Services
    • IT & Telecom
    • Logistics
    • Chemicals
    • Energy & Utilities
    • Market Intelligence
    • Oil and Gas
    • Supply Chain
    • MRO
    • Facilities Management
    • Human Resource
    • Agro
    • Packaging
    • CAPEX
    • Procurement Process and Excellence
    • Direct Materials
    • Automotives
    • Healthcare
    • Metals & Minerals
    • Corporate Travel
    • Technology
    • Category Management
    • Awards and Events

    TAGS

    sustainability
    Procurement Software
    supply chain strategy
    Inflation
    Russia-Ukraine War

    By checking the box below, you consent to GEP using your personal information to send you thought leadership content – such as white papers, research reports, case studies – and other communications. GEP representatives may contact you to provide additional information or answer questions.

    If at any point in time you decide to withdraw your consent, you may unsubscribe by emailing your request to us at privacy@gep.com.

    Please refer to the GEP Privacy Statement to understand how we manage and protect your personal information.

    Terms of Use | Privacy Statement

    SEND US YOUR QUESTION(S)

    By checking the box below, you consent to receiving thought capital – such as white papers, webinars, news and research – and other communications from GEP. When you download an asset, GEP representatives may contact you to provide additional information or answer questions.

    GEP will never sell or share your information with anyone. You may opt-out at any time. Please refer to the GEP privacy statement to understand how we manage and protect your personal information.

    If you choose to withdraw your consent in the future, you may do so by emailing your request to privacy@gep.com

    Terms of Use | Privacy Statement

    Breadcrumb

    1. HOME
    2. BLOGS
    3. MARKET INTELLIGENCE
    4. HOW NEUROMARKETING IS HELPING ADVERTISERS READ YOUR MIND

    Contact Us

      Demo Schedule a live demo of our software
      RFP Request for a business proposal
      Ask Us Send us your question(s)
      Feedback Share your comments and suggestions
           
    STRATEGY
    Strategy
    •   Procurement Consulting
    •   Digital Procurement Transformation
    •   Strategic Cost Management
    •   Opportunity Assessment
    •   Supply Chain Risk Management
    •   Supply Chain Consulting
    •   Supply Chain Strategy
    •   Supply Chain Diagnostics
    •   Inventory Optimization
    •   Procurement Transformation
    •   Sustainability and ESG Consulting
    SOFTWARE
    Software
    •   Procurement Software
    •   Supply Chain Software
    •   Source-to-Contract
    •   Procure-to-Pay
    •   Supply Chain Planning
    •   Supply Chain Collaboration
    •   Supply Chain Visibility & Execution
    •   Supply Chain Control Tower
    •   Should-Cost Modeling
    •   Inventory & Warehouse Management Software
    •   Source-To-Pay Software
    •   Midsize & High Growth Enterprises
    MANAGED SERVICES
    Managed Services
    •   Procurement Outsourcing
    •   Strategic Sourcing
    •   Tail-Spend Management
    •   Category Management
    •   Procurement Support Services
    •   Supply Chain Outsourcing
    •   Supply Chain Planning & Forecasting
    •   Inventory Management
    •   Logistics Management
    COMPANY
    Company
    •   About Us
    •   Leadership
    •   Customers
    •   Sustainability at GEP
    •   Careers
    •   News
    •   Awards
    •   Partners
    •   Contact Us
    Stay Connected

       
       

    Download the GEP GO App

    Stay connected with cutting-edge procurement and supply chain insights – anytime, anywhere.

    app store
    play store
    © Copyright GEP 2025. All rights reserved. Terms of Use | Privacy Statement | Cookie Policy |  Cookie Settings | Quality Policy | GEP Logo