22. Understanding Neuromarketing Techniques and Their Use in Localization

Neuromarketing is a newer marketing sphere that digs deeper than traditional marketing techniques. It is a combination of neuroscience and market research that aims to understand the consumer’s physiological response to stimuli like digital content. A multitude of techniques can be used, including Eye Tracking, EEG/fMRI, Galvanic Skin Response, and Face Emotion Analysis. Companies have started using these neuromarketing techniques to explore and test the response that their content receives before they share it with the world. In this age of mass-internet adoption, companies are automatically considered to have a global presence. As a result, these neuromarketing techniques may start to play an important role as companies look to localize their content. Testing proposed content before entering or releasing it in a new market helps mitigate issues of offending or confusing the consumer. This chapter aims to discuss why it is important and how it can be helpful to begin using neuromarketing techniques in the global digital marketing and localization industry.