Innovation UK > News > Innovation News > Study finds science in marketing

Neuroscience techniques are increasingly being used to assist in marketing campaigns, according to a new study.

Academics at Bangor University were commissioned by Royal Mail and research specialist Millward Brown to carry out a study to determine if the brain reacts differently to marketing messages delivered through direct mail, compared to information shown on screen.

The research found that certain parts of the brain generated more activity when presented with tangible pieces of direct mail, with reactions suggesting that participants were experiencing thought patterns similar to those the brain exhibits when processing memories and emotions.

In contrast, when the participants were presented with digital material the researchers noted the group found it difficult to sustain their attention for the task and found it significantly harder to focus.

The researchers concluded that scanning the blood flow and electrical surges in various regions of the brain via Functional Magnetic Resonance Imaging (FMRI) can help brands plan effective campaign communication strategies.