A Neuroscience Perspective on the Luxury Segment
What motivates luxury buyers? And how can you improve your marketing towards this segment? Benny Briesemeister and Caroline Grauel explain how neuroscience, like brain scans (EEG) and eye tracking, can predict shopping behavior, even in small groups like luxury customers.
They did a big study with over 1,000 people to see what motivates them to buy things, like curiosity, wanting to connect with others, or showing off status. Special attention in the study was towards wealthy people.
Following these analyses, findings were applied to a luxury fashion brand, analyzing their website communication in a standard EEG- and eye-tracking paradigm. Motivational differences within the sample helped to inform the data interpretation and helped to derive actionable insights for the client.
You'll learn about:
• What drives people to make decisions?
• What makes each customer different?
• How motivations can help get better market research results
Register now »
What motivates luxury buyers? And how can you improve your marketing towards this segment? Benny Briesemeister and Caroline Grauel explain how neuroscience, like brain scans (EEG) and eye tracking, can predict shopping behavior, even in small groups like luxury customers.
They did a big study with over 1,000 people to see what motivates them to buy things, like curiosity, wanting to connect with others, or showing off status. Special attention in the study was towards wealthy people.
Following these analyses, findings were applied to a luxury fashion brand, analyzing their website communication in a standard EEG- and eye-tracking paradigm. Motivational differences within the sample helped to inform the data interpretation and helped to derive actionable insights for the client.
You'll learn about:
• What drives people to make decisions?
• What makes each customer different?
• How motivations can help get better market research results
Register now »