The fourth industrial revolution is in full swing; technological developments follow each other ever faster. By far the majority of professions remain, but are changing drastically. Machines are taking work out of our hands and, at the same time, new jobs are being created.
Ten years ago, had you ever heard of positions such as data nurse, energy planner or neuromarketer?
In this series you will regularly read about a new profession or training in Lifeport Regio Arnhem Nijmegen.
Neuromarketer
What happens in the mind of a consumer when he or she makes a choice? This question is central to neuromarketing, where you use knowledge gained from brain research and consumer psychology.
Kim Pennings, lecturer in marketing & neuromarketing at HAN University of Applied Sciences: “Neuroscience research and influence techniques are increasingly being used in marketing. Consumers make 95 per cent of their choices subconsciously, and this happens at breakneck speed. Given that, on average, we are exposed to adverts for only a few seconds and decide within seconds whether or not to choose something, this means we are dealing with the subconscious part of the brain.”
Findings from neuro-research teach us how we subconsciously choose and react. With influence techniques from neuroscience, we try to respond to this and guide consumers."
Role of the brain
"That is also what we teach our students in our Minor 'Neuromarketing in customer experience from the Commercial Economics course. We teach them the background of the choice and decision-making process, the role of the brain in this and techniques to influence this process. Data are certainly important in this, because it is important to measure the effects. This way, we can continue to evaluate and optimise marketing actions. Data is an important output of and input for decisions and optimisations."
