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RESEARCH, ANALYSIS & TRENDS
How and why is a customer for or
against a product or service?
Neuroscientists agree that 70-95% of people are skillfully presented and the price justifiable. If you
make decisions unconsciously and then give are completely convinced of your product or service,
themselves a “logical explanation” for their you should of course also ensure that potential custom-
decision within fractions of a second. Therefore, ers find out about it and benefit from it
when we ask about it, we get very often wrong Presentation is important
explanations. Because people don't even know
why they decided for or against the new product. Colors, images and texts should arouse emotions and
avoid confusion and irritation. It starts with the design of
Often it was just a "feeling" and individuals cannot ex- the website and runs through all communication. Unfor-
plain it rationally at all. Perhaps this also explains why tunately, all too often, you are preoccupied with your-
over 80% of new products, despite market analysis, fail self and your own business to focus clearly your cus-
in the long run with customers. tomers’ needs and wants. And not just in terms of writ-
ten communication, such as advertising flyers, bro-
We already know pretty well what drives and triggers chures, or the website. Anyone who still operates
people, so that we can "influence" subtly and almost “content media” on social media today experiences that
unnoticed. For example, if someone is enthusiastic their reach collapses due to a lack of interaction with
about a product or restaurant and tells their best friends the customer.
about it, we talk about manipulation.
Not only "content media", but also "social media" is in
The word “manipulation” usually has a negative conno- demand, since it is not the PR articles of a company
tation for us, especially when it comes to advertising. that are liked or commented on, but the opinions, sto-
However, advertising works above all when the goods
10 November 2021: Neuromarketing & Predictive Analytics
