We follow patterns.

The subconscious rules the way we process sensory information. The autopilot in the head aids us in selecting those sensory data that are really important for us – be it survival or well-being or reaching a proper decision. We do not notice all of this consciously. That’s why we’re under the impression of being constantly rational most of the time. Still, we’re not. 95% of our decisions are reached on the basis of implicit motives – and especially so, when we have only a short time span to decide.

The focus-groups in conventional market research cannot illustrate these implicit motives. The reason is obvious: implicit motives are hidden from conscious thinking. Instead of researching the deep-rooted feelings of customers these tests at best research what customers „think they should feel“. Neuromarketing doubts the significance of test settings like this. Instead, it concentrates on „picking the right sensory stimulus in order to trigger the autopilot“. After all, the autopilot is all driven by implicit motives and has a tangible impact on the buying decision.

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