This article quotes Gary Singer, CEO of Buyology Inc.
Deeper Motives: Getting Beyond Targeting
by Steve Smith, Friday, July 30, 2010, 2:45 PM
Behavioral targeting generally hunts for affinities. You read this -- so you must be interested in that. You did this online, so it is likely you are in market for that. You are friendly with her, so you must like similar things.
But what about the deeper motives that may drive purchase decisions? Is behavioral targeting even close to tracking the desires and values that drive people to certain brands?
The recent book "Buyology" by Martin Lindstrom, and the company of the same name started by Lindstrom and partner Gary Singer, CEO, Buyology, Inc., explore the "non-conscious" or non-cognitive drivers of decision-making. I spoke with Singer recently about the kinds of insight the company brings to brands, and how this maps against the approaches online ad targeting employs.
The original research on which the Buyology approach is based involved over 2,000 people whose brain patterns were studied as they responded to different kinds of messaging and symbols to determine the key drivers that moved them towards brands ... '
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