Kuyini ukwakhiwa kweNeuro?

ubuchopho bokudala

Umklamo weNeuro yinkambu entsha futhi ekhulayo esebenzisa imininingwane evela kusayensi yezengqondo ukusiza ukuklama imiklamo ephumelela ngokwengeziwe. Lokhu kuqonda kungavela emithonjeni emibili eyinhloko:

  1. Izimiso ezijwayelekile ze Imiklamo emihle yeNeuro Design okutholwe ocwaningweni lwezemfundo ngohlelo lokubukwa komuntu kanye ne-psychology of vision. Lokhu kufaka izinto ezifana nokuthi yiziphi izindawo zenkambu yethu yokubuka ezwela kakhulu ekuqapheleni izinto ezibukwayo, ngaleyo ndlela kusize abaklami ukuthi benze izithombe ezisebenza kangcono.
  2. Ama-ejensi wokuqamba nokumaketha, kanye nabanikazi bomkhiqizo, baya ngokuya ekhula ukuthumela ucwaningo lwabo lwe-neuro ukuhlola izinketho ezithile zokuklama. Isibonelo, uma umkhiqizo ucabanga ukuvuselela ngokuphelele ukwakheka kwawo kokupakisha, bangafuna ukuhlola ukuhlukahluka kokuklanywa okuningana, besebenzisa abathengi ukuhlola okukhombisa okusemandleni kakhulu.

Ngokwesiko, ucwaningo lokwakhiwa kwabathengi bekuzobandakanya ukubuza imibuzo, efana nale:

Yimiphi imiklamo elandelayo oyithanda kakhulu futhi ngani?

Kodwa-ke, ucwaningo oluvela kochwepheshe bezengqondo bezemfundo lukhombisile ukuthi empeleni sinamandla alinganiselwe okuqonda kahle ukuthi kungani sithanda izithombe ezithile. Ingxenye yalokhu kungenxa yokuthi umsebenzi omningi owenziwa ubuchopho bethu bokunquma nokuqonda izithombe awunasihloko; simane nje asikwazi, njengoba siguquke saba nokusabela okusheshayo kulokho esikubonayo.

Sonke siyayazi indlela ukunyakaza okungazelelwe ekhoneni leso lethu okungasimangaza ngayo - ukuzwela okuzuzwe njengefa ukusigcina siphephile ezilwaneni ezidla ezinye - kepha kukhona nokunye ukuchema okwakhelwe ngaphakathi. Isibonelo, senza izinqumo ezisheshayo (ngaphakathi kwengxenye yesekhondi) zezithombe nemiklamo, yokuthi sizithola zivuma kakhulu noma azivumi yini. Lokhu okuvelayo okushesha kakhulu, okunganakile bese kukhetha imicabango nezenzo zethu eziphathelene nalowo mklamo.

Okwenza lokhu kube yinkinga kubaphenyi abasebenzisa imibuzo enolwazi ukuthi ngenkathi singazi ngalezi zinhlobo zokucwasa okungazi lutho, nathi asazi ukuthi asazi! Sivame ukuqhutshwa yisidingo sokubonakala silawula isimilo sethu nokuthi lokho kuziphatha kubonakale kungaguquguquki futhi kunengqondo kithina nakwabanye.

Ngokuphambene nalokho, iningi labashayeli abangaqondakali bokuphendula kwethu kumiklamo alinangqondo ezingqondweni zethu eziqondayo. Esikhundleni sokumane ngithi 'Angazi ukuthi kungani ngangiphenduleke kulowo mklamo', noma 'angazi ukuthi kungani ngithathe lowo mkhiqizo eshalofini lesitolo esikhulu uma kuqhathaniswa nanoma yimuphi umuntu esincintisana naye', senza lokho ososayensi bezengqondo abakubiza ngokuthi ' confabulate ': sakha incazelo ezwakalayo ezwakalayo ngokuziphatha kwethu.

Ukubhalwa Kwesenzo Sobuso

Ngokuphambene nalokho, izindlela zokucwaninga nge-neuro azibuzi abantu ukuthi bacabangele ukuthi kungani besithanda isithombe, kunalokho, sigcizelela ukusabela kwabantu ngezindlela eziningi ezihlakaniphile. Ezinye zalezi yizilinganiso eziqondile zobuchopho babantu njengoba bebuka izithombe, kungaba ngokusebenzisa ama-fMRI scanner noma ama-caps afakwe izinzwa ze-EEG. Amakhamera wokulandelela iso nawo angasetshenziswa ukukala ngqo lapho sibheka khona esithombeni noma kuvidiyo. Inqubo ebizwa ngokuthi Ukubhalwa Kwesenzo Sobuso sikhipha imininingwane ephathelene nokusabela kwethu ngokomzwelo ezithombeni ngokulinganisa izinguquko zesikhashana emisipheni yethu yobuso (isb. ukubukeka kobuso bomzwelo).

Ukuhlolwa Kokuphendula Okungenampela

Enye indlela engaziwa kangako kodwa enamandla, ibizwa ngokuthi Ukuhlolwa Kokuphendula Okungenampela, ilinganisa ukuzihlanganisa kwethu okuzenzakalelayo phakathi kwanoma yisiphi isithombe nanoma yiliphi igama - njengegama elichaza umuzwa, noma elinye lamagama omkhiqizo isithombe esihlose ukusivusa. Amandla wamasu afana nokulandela iso, i-Facial Action Coding, kanye ne-Implicit Response Testing, angenziwa wonke ku-inthanethi, kusetshenziswa amakhamera wewebhu namakhompyutha asekhaya noma amaphilisi. Lesi sizukulwane esisha samasu wokuhlola senza sikwazi ukuhlola amakhulukhulu wabathengi ngezindleko eziphansi kakhulu kunokuletha abantu ebhodini lokuhlola ubuchopho.

Ucwaningo lokuklanywa kweNeuro nokuqonda manje sekusetshenziswa izimboni ezahlukahlukene ezinhlotsheni eziningi zomklamo. Amawebhusayithi, ukupakisha esitolo, ukwakhiwa kwemikhiqizo, namalogo emikhiqizo kuphakathi kwezindawo eziningi eziqondiswe ukuhlolwa kokuklanywa kwe-neuro. Isibonelo esisodwa ejwayelekile yiTesco enkulu yesitolo. Kusebenzise izindlela eziningana zokucwaninga nge-neuro ukukhulisa ukwakheka okusha kwamaphakeji ebangeni labo lokudla elilungele i-'Finest '.

Ukukhuthaza amandla wamaphakethe wokuthola ukunakwa esitolo, nokuxhumana ngokuzenzakalela nekhwalithi enhle efiselekayo. Esinye isibonelo yindlu yokukhiqiza eyakhelwe eLondon, Saddington Baynes. Manje baqhuba izivivinyo ze-Implicit Response Test ukusiza ukusiza ukuqonda kangcono ukuthi abantu baphendula kanjani emiqondweni yabo yokuklama njengoba bezithuthukisa, bese bacwenga imiklamo yabo ngokufanele.

Idizayini yeNeuro ayihloselwe ukuthatha indawo yobuqambi, ugqozi noma umoya wabaklami abangabantu. Kumane kuyithuluzi elisha lobuchwepheshe lokusiza ukukhulisa umuzwa wabo wokuthi abathengi bangaphendula kanjani emibonweni yabo. Abaculi nabaqambi banomlando omude wokwamukela ubuchwepheshe obusha bokuthuthukisa umsebenzi wabo. Idizayini yeNeuro ingabasiza ngokwelula amakhono abo enembile ngendlela efanayo namathuluzi afana ne-Photoshop enweba amakhono abo okudweba.

Mayelana Nencwadi: I-Neuro Design

ukwakheka kwe-neuroNamuhla, amabhizinisi wabo bonke osayizi akhiqiza imithombo yezindaba yokudala eningi nokuqukethwe, kufaka phakathi amawebhusayithi, izethulo, amavidiyo kanye nokuthunyelwe kwezokuxhumana. Izinkampani eziningi ezinkulu, kufaka phakathi i-Procter & Gamble, i-Coca-Cola, i-Tesco ne-Google, manje zisebenzisa ucwaningo lwe-neuroscience kanye nemibono yokwenza ngcono okuqukethwe kwazo kwedijithali. Idizayini yeNeuro: Imininingwane ye-Neuromarketing to Boost Engagement and Profitability, ivula lo mhlaba omusha wemibono nezincomo zokwakhiwa kwe-neuromarketing, futhi ichaza imininingwane evela emkhakheni okhulayo we-neuroaesthetics ezokwenza abafundi bakwazi ukukhulisa ukuzibandakanya kwamakhasimende ngewebhusayithi yabo futhi kuthuthukise inzuzo.

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