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BizReport : Trends & Ideas archives : September 21, 2010

Neuromarketing and the Mommy Brain

The significant changes in a woman's brain that take place during pregnancy should be better understood by marketers, says a neuromarketing expert. Small changes in marketing elements on packaging and in commercial messages can win over this segment of society that wields immense purchasing power.

by Helen Leggatt

According to Dr. A.K. Pradeep, CEO of NeuroFocus, Inc., the "Mommy Brain" controls 80-85% of all U.S. household spending and that marketers couldn't wish to find a better life-long advocate.

"The millions of Moms across the country are an army--mobile, nimble, vigilant, in touch like never before through social media, and powerful--if your product or messages hit home with them, you have won over powerful allies who will support you through instant communication networks beyond anything you could create for yourself," says Pradeep.

So, what do marketers need to know about the Mommy Brain?

- Sensory perception, particularly smell, is increased opening doors to explore 'scent marketing' or developing scents that appeal to pregnant women

- Feelings of empathy are heightened - marketers can tailor messaging and cause-marketing campaigns to tune into this state of mind

- Authenticity of products and marketing messages is more in demand by pregnant women.

Does neuromarketing really work? There are arguments for, and against, it. However, neuromarketing has recently come out of the shadows as bigger players, such as Nielsen and Millward Brown, invest in the practice. More recently, the British journal New Scientist partnered with NeuroFocus to test three different issue covers - the winning design purportedly resulting in a 12% YoY increase in sales.

Tags: moms, neuromarketing

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  • Simon Gregory

    You're right: Millward Brown are pretty hot on this sort of stuff.

    The insights section of their site has the alarmingly-named A New Roadmap for Ad Optimization: Integrating Neuroscience with Leading Advertising Research: A Post Shredded Wheat Case Study

    Worth a look if you're interested in neuroscience and advertising.



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