{"id":1914,"date":"2012-02-12T00:36:37","date_gmt":"2012-02-11T23:36:37","guid":{"rendered":"https:\/\/www.tritiopublicidad.es\/blog\/?p=1914"},"modified":"2016-07-13T12:21:54","modified_gmt":"2016-07-13T10:21:54","slug":"el-neuromarketing","status":"publish","type":"post","link":"https:\/\/www.tritiopublicidad.es\/blog\/el-neuromarketing\/","title":{"rendered":"EL NEUROMARKETING"},"content":{"rendered":"<p style=\"text-align: center;\"><a href=\"https:\/\/www.tritiopublicidad.es\/blog\/wp-content\/uploads\/2012\/02\/cerebroestrellas.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-1915\" title=\"cerebroestrellas\" src=\"https:\/\/www.tritiopublicidad.es\/blog\/wp-content\/uploads\/2012\/02\/cerebroestrellas.jpg\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.tritiopublicidad.es\/blog\/wp-content\/uploads\/2012\/02\/cerebroestrellas.jpg 300w, https:\/\/www.tritiopublicidad.es\/blog\/wp-content\/uploads\/2012\/02\/cerebroestrellas-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>Una lectura que recomiendo a todo el mundo es 1984 de George Orwell. En ese libro se plantea al lector que se sumerja en un mundo de autoritarismo, de penurias y control total sobre la vida del individuo. Eurasia, la polic\u00eda del pensamiento, el ministerio del amor, la liga antisex\u2026 Para los que hay\u00e1is le\u00eddo esta novela estas palabras os resultaran familiares.<\/p>\n<p>Resulta que el mi\u00e9rcoles asist\u00ed en un conocido instituto de los negocios de Zaragoza a un seminario sobre Neuromarketing aplicado a la investigaci\u00f3n de mercados. No conoc\u00eda el concepto como tal pero presupon\u00eda que nos iban a hablar sobre los m\u00e9todos utilizados. En efecto eso fue lo que nos contaron y voy a tratar de resumir brevemente la disciplina del Neuromarketing.<\/p>\n<p>Este campo del marketing incorpora conocimientos de la neurociencia al mundo de los mercados y el comercio. Es una manera de averiguar de manera m\u00e1s precisa las necesidades, los caminos de persuasi\u00f3n \u00f3ptimos y las experiencias de uso de servicios y productos.<\/p>\n<p>Las t\u00e9cnicas utilizadas no deben ser invasivas para no condicionar al sujeto de estudio y si funcionales (con datos cuantitativos e informaci\u00f3n espec\u00edfica) y predictivas de las conductas de compra.<\/p>\n<p>Una de las t\u00e9cnicas m\u00e1s utilizadas es el eye-tracking que detecta, cuando estamos frente a un cartel publicitario o viendo un spot, hacia donde dirigimos nuestras pupilas y que camino seguimos. Este tipo de t\u00e9cnicas se utiliza a la hora de escoger envases, spots o carteles.<\/p>\n<p>Los practicantes de esta disciplina aseguran que pueden averiguar que es lo que nos gusta antes de que nosotros mismos seamos conscientes de ello. Puede que sea cierto, en cualquier caso me mantendr\u00e9 al margen de apoyar semejantes t\u00e9cnicas de investigaci\u00f3n de mercados. \u00bfRaz\u00f3n? La visi\u00f3n de Orwell.<\/p>\n<p>Diego Celma Herrando<\/p>\n<p>Imagen: marketingdirecto<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Una lectura que recomiendo a todo el mundo es 1984 de George Orwell. En ese libro se plantea al lector que se sumerja en un mundo de autoritarismo, de penurias y control total sobre la vida del individuo. Eurasia, la polic\u00eda del pensamiento, el ministerio del amor, la liga antisex\u2026 Para los que hay\u00e1is le\u00eddo [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[2181,2180],"class_list":["post-1914","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-investigacion-de-mercados","tag-neuromarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>EL NEUROMARKETING - Tritio Publicidad<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tritiopublicidad.es\/blog\/el-neuromarketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EL NEUROMARKETING - Tritio Publicidad\" \/>\n<meta property=\"og:description\" content=\"Una lectura que recomiendo a todo el mundo es 1984 de George Orwell. 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