“I don’t ask why patients lie, I just assume they all do.”

¿Have you ever done a Focus Group? It’s so funny…

You take a few different people that you think belong to your “potential target”, for example, you could take 10 people over 50 years old, 60% women, 40% men, and show them your product.

Then, you will start asking them questions (obviously this is just a parody):

- ¿What do you think about the product?

- I really love it!!! It’s design is brilliant, it’s very useful

- If you had the opportunity ¿Would you buy it at the stores?

- Definitely yes!!

- You are lucky then, because I’ve got a couple in my car, so I’ll go for the item and you can buy it.

- Ummm… I think It’s getting late, errr… sorry but I must go NOW…

The fact is that everybody knows that Focus Groups are not really useful, but they are just better than no information at all.

Neuromarketing wants to solve this problem, measuring the three most important indicators you could obtain using a focus group:

- Attention: Products need to attract customers attention, there are too many different items at stores, so if they are not catchy customers will never pay for them.

- Emotion: Successful products need to create an emotional engagement with their customers, a feeling to create higher value in their minds than product’s real cost.

- Memory: Neuromarketing lets measure what part of what you have watched is being stored in your memory and what you are going to forget in the following hours/days.

At Mental+ Labs, we have just opened a new research line about Neuromarketing, aimed at understanding and measuring as precisely as possible the different indicators involved in a traditional focus groups.

Potential uses of this technology is nearly endless: Evaluating a product launch, the quality of a presentation, improving estimates of demand, traders consensus…

If you are interested, just register in our web http://www.mentalmas.com and we will let you know when our incredible products and research labs initiatives become available!!!