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市场调查报告书

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1702406

全球神经行销市场 - 2025-2032

Global Neuromarketing Market- 2025-2032

出版日期: 2025年04月10日 | 出版商:

DataM Intelligence | 英文 180 Pages | 商品交期: 最快1-2个工作天内

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简介目录

2024 年全球神经行销市场规模达到 17.4 亿美元，预计到 2032 年将达到 35.2 亿美元，在 2025-2032 年预测期内的复合年增长率为 9.21%。

全球神经行销市场正在经历加速发展势头，尤其是在北美，那里的公司正在大力投资基于神经科学的工具来优化广告策略。根据 Neurons Inc. 的资料，领先品牌越来越多地使用脑电图和眼动追踪等基于神经的方法来测试广告中的参与度、情绪反应和记忆力。

例如，Neurons 的研究表明，影院广告比其他平台更能引起品牌回忆，帮助行销人员在分散注意力的数位环境中提高故事叙述的精确度。脸部编码和 GSR 等技术也正在针对跨平台活动进行改进，从而实现细緻的受众细分。

神经行销市场趋势

2025 年影响神经行销市场的一个独特趋势是转向特定平台的创意策略。 Neurons Inc. 的研究表明，垂直广告格式与以产品为中心的叙述相结合时效果优于其他格式，而复杂的故事叙述在水平格式中更有效。此外，行动注意力持续时间的缩短（从 2018 年的 3.4 秒缩短到 2025 年的 2.2 秒）促使人们采用神经行销工具来在几毫秒内吸引观众的注意力。这一转变标誌着从广义的活动测试到基于神经反应的微优化内容传递的关键演变。

全球神经行销市场动态

情感人工智慧和多模态生物特征分析的进步增强了即时消费者洞察的生成

由于即时生物特征分析和情绪人工智慧，神经行销市场正经历着巨大的发展势头，这使得行销人员能够了解消费者深层潜意识的反应。像 Neurons Inc. 这样的平台现在将脸部编码、眼动追踪、脑电图、情绪分析和预测人工智慧整合到单一系统中，以立即评估广告效果和情感共鸣，从而大幅缩短反馈週期，同时保持科学严谨性。

Neurons AI 提供情感驱动的预测分析，模拟内容在发布之前被感知的方式，使品牌能够提前微调创意，以获得最大的情感影响。尼尔森也强调，生物感测器和脑电波监测等神经科学工具可以更准确地洞察消费者对广告的情感反应——通常优于传统的基于调查的方法，因为后者往往会受到合理化或有偏见的答案的影响。

神经影像技术在商业应用中的高成本和伦理问题

高成本和道德复杂性是神经行销中更广泛应用神经影像技术的重大障碍。 EEG、fMRI 和生物特征扫描等技术需要专门的设备、训练有素的人员和受控的环境，这使得实施需要大量资源，尤其是对于较小的公司。

据 Neurons Inc. 称，这使得神经行销比传统研究方法昂贵得多。此外，关于神经隐私的伦理问题——尤其是使用潜意识资料来影响消费者行为——引发了关于同意和操纵的警告。美国国立卫生研究院强调知情同意、公平和风险收益平衡在涉及人类参与者的研究中的重要性，并强调在商业神经行销应用中需要更严格的道德框架

The global neuromarketing market is witnessing accelerated momentum, particularly in North America, where companies are heavily investing in neuroscience-based tools to optimize advertising strategies. According to data from Neurons Inc., leading brands increasingly use neuro-based methods like EEG and eye-tracking to test engagement, emotional response, and memory retention in ads.

For instance, Neurons' studies show that cinema ads lead to stronger brand recall than other platforms, helping marketers enhance storytelling precision in a distracted digital landscape. Techniques like facial coding and GSR are also being refined for cross-platform campaigns, enabling nuanced audience segmentation.

Neuromarketing Market Trend

A unique trend shaping the neuromarketing market in 2025 is the shift toward platform-specific creative strategies. Research by Neurons Inc. revealed that vertical ad formats outperform others when paired with product-focused narratives, while complex storytelling is more effective in horizontal formats. Additionally, shrinking mobile attention spans-down from 3.4 seconds in 2018 to just 2.2 seconds in 2025-have spurred the adoption of neuromarketing tools to capture viewer focus within milliseconds. This transition marks a key evolution from generalized campaign testing to micro-optimized content delivery based on neuro-responsiveness.

Global Neuromarketing Market Dynamics

Advancements in Emotion AI and Multimodal Biometric Analytics Enhancing Real-Time Consumer Insight Generation

The neuromarketing market is experiencing significant momentum due to real-time biometric analytics and emotion AI, which allow marketers to access deep, subconscious consumer responses. Platforms like Neurons Inc. now integrate facial coding, eye-tracking, EEG, sentiment analysis, and predictive AI into single systems to evaluate ad performance and emotional resonance instantly-dramatically shortening feedback cycles while preserving scientific rigor.

Neurons AI offers emotion-driven predictive analytics that simulate how content will be perceived before its release, enabling brands to fine-tune creatives in advance for maximum emotional impact. Nielsen also highlights that neuroscience tools such as biometric sensors and brainwave monitoring deliver more accurate insights into how consumers emotionally respond to ads-often outperforming traditional survey-based approaches, which tend to be influenced by rationalized or biased answers.

High Cost and Ethical Concerns Associated with Neuroimaging Technologies in Commercial Applications

High costs and ethical complexities are significant barriers to the broader adoption of neuroimaging technologies in neuromarketing. Techniques like EEG, fMRI, and biometric scanning require specialized equipment, trained personnel, and controlled environments-making implementation resource-intensive, particularly for smaller firms.

According to Neurons Inc., this makes neuromarketing substantially more expensive than traditional research methods. Moreover, ethical concerns about neuroprivacy-especially the use of subconscious data to influence consumer behavior-raise red flags about consent and manipulation. The NIH underscores the importance of informed consent, fairness, and risk-benefit balance in research involving human participants, reinforcing the need for stricter ethical frameworks in commercial neuromarketing applications

Segment Analysis

The global neuromarketing market is segmented based on technology, application, end-user and region.

Functional Magnetic Resonance Imaging (fMRI) Segment Driving Neuromarketing Market

Functional Magnetic Resonance Imaging (fMRI) in neuromarketing is gaining significant traction due to its unparalleled ability to map brain responses in high spatial detail. At the National Institute of Mental Health's FMRIF facility, the deployment of advanced 7T MRI scanners has enhanced researchers' capability to explore the neurological underpinnings of consumer decision-making. With NIH's Laboratory of Functional and Molecular Imaging (LFMI) focusing on developing ultra-high field MRI technologies like 11.7T animal scanners and 7T human scanners.

The advancements not only contribute to academic neuroscience but have direct commercial implications. Companies are increasingly collaborating with institutions utilizing these high-resolution scanners to decode consumer reactions to branding, packaging, and advertising at a neurological level. As the NIH scales efforts in molecular and neural imaging-especially around cognitive and behavioral research-fMRI remains a cornerstone in delivering actionable insights for product optimization and campaign effectiveness across the neuromarketing space

Geographical Penetration

Rising Demand for Neuromarketing in North America Driven by Predictive Consumer Analytics and EEG-Based Advertising Optimization

The demand for neuromarketing in North America is accelerating due to its integration with AI and the increasing need for real-time consumer behavior analytics. According to Neurons Inc., US companies are using neuroscience-based tools at scale to predict consumer reactions with up to 90% accuracy in digital advertising environments, highlighting the growing dependence on predictive attention models and biometric testing in marketing campaigns. The rise of such tools is especially prominent in sectors like e-commerce and streaming.

Additionally, Nielsen reports that neuromarketing techniques such as EEG-based copy testing are being widely adopted to evaluate emotional engagement, memory activation, and viewer attention in TV and digital ads. This allows marketers to optimize 15-second ads over traditional 30-second formats based on real-time brainwave analysis, indicating a shift toward neuroscience-validated media strategy across North America. This strategic shift is being adopted by global brands, emphasizing North America's central role in advancing neuromarketing technology.

Technology Analysis

Technological advancement in the neuromarketing market is being driven by innovations in non-invasive neuroscience tools that measure subconscious consumer behavior. Affectiva, a pioneer in Emotion AI, has developed a calibration-free eye-tracking system that enhances attention measurement using standard webcams-streamlining data collection and reducing survey disruption significantly. This technology is already trusted by 90% of the world's largest advertisers and is integrated with facial emotion recognition for deeper behavioral insights.

Similarly, Neurons Inc. uses EEG-based brain scanning, eye-tracking, facial coding, and galvanic skin response (GSR) to map emotional and cognitive reactions to marketing stimuli. These tools help marketers assess memory retention, attention levels, emotional resonance, and even stress through physiological signals like heart rate and pupil dilation, allowing real-time optimization of advertisements and product placements. These innovations underscore the shift toward data-driven, emotion-aware marketing strategies grounded in cognitive science.

Competitive Landscape

The major global players in the market include Merchant Mechanics, Inc., Immersion Neuroscience, Buyology Inc., Uniphore Technologies Inc., Neural Sense (Pty) Ltd, Affectiva, Cloud Army Network Inc., Nielsen Consumer LLC, Neurons Inc., and BrainSigns SRL.

Key Developments

In April 2023, Cadwell Industries, Inc., a global leader in neurodiagnostic and neuromonitoring solutions, today announces the US launch of Arc Voyager, a remote monitoring solution for wireless In-Home EEG.
In July 2022, Tobii, the global leader in eye tracking and pioneer of attention computing, announced its innovative eye tracking technology will be featured in the upcoming PlayStation VR2 headset. "PlayStation VR2 establishes a new baseline for immersive virtual reality (VR) entertainment and will enable millions of users across the world to experience the power of eye tracking," stated by Anand Srivatsa, Tobii CEO. "

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Target Audience 2024

Manufacturers/ Buyers
Industry Investors/Investment Bankers
Research Professionals
Emerging Companies

1. Methodology and Scope

1.1. Research Methodology
1.2. Research Objective and Scope of the Report

2. Definition and Overview

3. Executive Summary

3.1. Snippet by Technology
3.2. Snippet by Application
3.3. Snippet by End-User
3.4. Snippet by Region

4. Dynamics

4.1. Impacting Factors
- 4.1.1. Drivers
  - 4.1.1.1. Advancements in Emotion AI and Multimodal Biometric Analytics Enhancing Real-Time Consumer Insight Generation
- 4.1.2. Restraints
  - 4.1.2.1. High Cost and Ethical Concerns Associated with Neuroimaging Technologies in Commercial Applications
- 4.1.3. Opportunity
- 4.1.4. Impact Analysis

5. Industry Analysis

5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. Technology Analysis
5.6. Industry Trend Analysis
5.7. DMI Opinion

6. By Technology

6.1. Introduction
- 6.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 6.1.2. Market Attractiveness Index, By Technology
6.2. Functional Magnetic Resonance Imaging (fMRI)*
- 6.2.1. Introduction
- 6.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
6.3. Electroencephalography (EEG)
6.4. Eye Tracking
6.5. Biometrics
6.6. Positron Emission Tomography (PET)
6.7. Others

7. By Application

7.1. Introduction
- 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 7.1.2. Market Attractiveness Index, By Application
7.2. Advertising Testing*
- 7.2.1. Introduction
- 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Product Packaging Design
7.4. Branding and Positioning
7.5. Pricing and Product Features
7.6. Customer Experience/User Experience (CX/UX)
7.7. Market Research and Consumer Behavior Studies
7.8. Retail and Shopper Experience Optimization
7.9. Others

8. By End-User

8.1. Introduction
- 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 8.1.2. Market Attractiveness Index, By End-User
8.2. Consumer Goods*
- 8.2.1. Introduction
- 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. Healthcare & Pharmaceuticals
8.4. Financial Services
8.5. Telecommunications
8.6. Food & Beverage
8.7. Automotive
8.8. Others

9. By Region

9.1. Introduction
- 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Region
- 9.1.2. Market Attractiveness Index, By Region
9.2. North America
- 9.2.1. Introduction
- 9.2.2. Key Region-Specific Dynamics
- 9.2.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 9.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 9.2.5. Analysis and Y-o-Y Growth Analysis (%), By End-User
- 9.2.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 9.2.6.1. US
  - 9.2.6.2. Canada
  - 9.2.6.3. Mexico
9.3. Europe
- 9.3.1. Introduction
- 9.3.2. Key Region-Specific Dynamics
- 9.3.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 9.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 9.3.5. Analysis and Y-o-Y Growth Analysis (%), By End-User
- 9.3.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 9.3.6.1. Germany
  - 9.3.6.2. UK
  - 9.3.6.3. France
  - 9.3.6.4. Italy
  - 9.3.6.5. Spain
  - 9.3.6.6. Rest of Europe
9.4. South America
- 9.4.1. Introduction
- 9.4.2. Key Region-Specific Dynamics
- 9.4.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 9.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 9.4.5. Analysis and Y-o-Y Growth Analysis (%), By End-User
- 9.4.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 9.4.6.1. Brazil
  - 9.4.6.2. Argentina
  - 9.4.6.3. Rest of South America
9.5. Asia-Pacific
- 9.5.1. Introduction
- 9.5.2. Key Region-Specific Dynamics
- 9.5.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 9.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 9.5.5. Analysis and Y-o-Y Growth Analysis (%), By End-User
- 9.5.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 9.5.6.1. China
  - 9.5.6.2. India
  - 9.5.6.3. Japan
  - 9.5.6.4. Australia
  - 9.5.6.5. Rest of Asia-Pacific
9.6. Middle East and Africa
- 9.6.1. Introduction
- 9.6.2. Key Region-Specific Dynamics
- 9.6.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 9.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 9.6.5. Analysis and Y-o-Y Growth Analysis (%), By End-User

10. Competitive Landscape

10.1. Competitive Scenario
10.2. Market Positioning/Share Analysis
10.3. Mergers and Acquisitions Analysis

11. Company Profiles

11.1. Merchant Mechanics, Inc.*
- 11.1.1. Company Overview
- 11.1.2. Product Portfolio and Description
- 11.1.3. Financial Overview
- 11.1.4. Key Developments
11.2. Immersion Neuroscience
11.3. Buyology inc.
11.4. Uniphore Technologies Inc.
11.5. Neural Sense (Pty) Ltd
11.6. Affectiva
11.7. Cloud Army Network Inc.
11.8. Nielsen Consumer LLC
11.9. Neurons Inc.
11.10. BrainSigns SRL

LIST NOT EXHAUSTIVE