New advance in brand relationship

The science of marketing has taken a new step, if the creators of a new technique are to be believed.

According to user experience consultancy firm Foviance, its Electroencephalography (EEG) system can find out how consumers truly feel about products - in an emotional way.

This so-called neuromarketing has already been the subject of a book, released last year by marketing expert Martin Lindstrom along with some Oxford University researchers.

It looks on a subconscious level at how people react to branding and adverts.

Foviance chief executive Paul Blunden claimed: “There is no real way to measure customer engagement online, but EEG can perhaps provide a way of doing that.

“There is a lot of research that shows that 85 per cent of decision making is done at a subconscious level so if we can tap into that then theoretically we would be able to make businesses more successful.”

He added that the research may offer an insight into how websites should be laid out and what should be contained in messages to best attract potential customers.