The Minds of Customers Through the Lens of Neuromarketing and Behavioral Sciences

Abstract

The main goal of this thesis development work is to investigate how to utilize neuromarketing and behavioral sciences to improve and develop marketing strategies. The thesis explores what areas and methods need to be considered to understand better and predict consumer behavior, while developing marketing strategies for the case company. The development work’s goal was to provide new ideas and recommendations to develop marketing strategies when it comes to content creation, copywriting, and marketing tactics in general. The primary goal is to gain a deeper understanding of consumer behavior, enabling the company to optimize its campaigns, improve product design, enhance customer experiences, predict consumer choices, and allocate resources more efficiently.

To achieve these objectives, the thesis begins with a review of the case company's current position and future product offerings in the life coaching industry. It then establishes a literature review, drawing from neuromarketing and behavioral sciences, to inform and guide the development of innovative and efficient marketing strategies. The insights from neuromarketing and behavioral sciences provide a deeper understanding of consumer behavior, thereby enabling the development of more potent and persuasive marketing tactics and strategies. The research endeavors to explore how the synergy of neuromarketing and behavioral sciences can be harnessed to improve marketing methods.

This thesis functions as theoretically oriented research, combining insights and results from various research studies, academic articles, and books with cutting-edge neuromarketing approaches, providing a holistic view of consumer behavior. The research then introduces a spectrum of strategies derived from these disciplines that have proven instrumental in real- world marketing practices. The thesis aimed to develop the marketing strategies by collecting qualitative data by selecting appropriate data from primary and secondary sources, critically analyzing and assessing the findings, and lastly interpreting the findings for the development work. Finally, the research culminates in the presentation of conclusive insights, recommendations, and prototypes to enhance the case company's marketing strategies, facilitating a more efficient and resource-saving approach to achieving business growth.

The thesis presents conclusive findings and recommendations designed to transform the case company's marketing approach. These insights enable greater campaign efficacy, improved product-market fit, and resource optimization, which are necessary for the growth of this emerging business. By harnessing the power of neuromarketing and behavioral sciences, the case company and similar companies can unlock a more profound understanding of its target audience and achieve a competitive edge in the market.