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市场调查报告书
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1445413

Neuromarketing - 市场占有率分析、产业趋势与统计、成长预测（2024 - 2029）

Neuromarketing - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 114 Pages | 商品交期: 2-3个工作天内

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简介目录

神经行销市场规模预计到 2024 年为 15.7 亿美元，预计到 2029 年将达到 24.1 亿美元，在预测期内（2024-2029 年）CAGR为 8.89%。

神经行销学 - 市场

神经科学有利于解释和研究消费者的看法，并在增强消费者的行为预测方面发挥了重要作用。神经科学使研究公司和行销公司能够根据客户的期望集中和客製化他们的服务。

主要亮点

  • 由于神经科学技术的使用，神经行销解决方案正在以极其有效的方式协助行销环境中的消费者资料处理。人们越来越意识到这些技术所提供的潜在好处，进一步推动了各种神经行销解决方案的快速采用。百事可乐、天气频道、eBay 和 Diamler 等大公司已经实施了神经行销研究技术来进行市场研究、进行焦点小组和设计行销活动。
  • 各种供应商正在开发新的技术方法（软体、应用程式和使用者介面），以使公司能够了解其客户并提供量身定制的行销方法。金宝汤 (Campbell's) 和菲多利 (Frito-Lay) 等品牌已采用神经影像学来重新构思其包装策略。研究表明，顾客对包装的反应不同，颜色、文字和图像会影响他们的购买决定。
  • 主要公司已经实施了神经行销研究技术来测量消费者对其各自产品的行为，以藉助功能性磁振造影（fMRI）、脑电图（EEG）和眼动追踪等各种技术来确定消费者的购买决策。
  • 隐私和资料安全可能成为许多神经行销技术中的主要问题，因为扫描大脑后获得的所有资料都可能被洩露并导致脆弱的情况。这限制了市场的成长。
  • COVID-19对神经行销市场的影响在短期内是显着的，准确的分析需要大量的资料样本。然而，由于全球封锁，人们被限制在家里，实体世界（例如实体陈列室）产生的资料急剧减少。此外，由于全球供应链中断，以及由于各国政府实施的法规而关闭製造设施，神经行销系统的製造受到了轻微影响。

神经行销市场趋势

BFSI 最终用户垂直领域将大幅成长

  • 从服务的角度来看，可以判断，银行服务比旅行或其他形式的休閒方式风险更大，对消费者的影响力要求更高，而且技术性更难掌握。
  • 由于大多数人都使用银行服务，因此作为沟通管道之一的提供者网站必须是用户友好的、所传达的讯息清晰且易于导航。
  • 许多银行开发了不适合用户的线上和行动应用程式。除了与银行其他服务的低劣整合、有故障的应用程式或在没有警告的情况下崩溃的应用程式等典型缺陷之外，即使是功能良好的应用程式也可能无法考虑消费者的需求。
  • 透过分析线上用户旅程并理解人们在访问网站或应用程式时获得的情感体验，神经行销人员寻求尽可能减少这种体验。透过培养忠诚度，银行服务提供者可以利用行为科学来增加每个家庭的产品、扩大钱包份额并降低流失率。
  • 例如，眼球追踪是一种神经行销研究技术，可以显示消费者如何理解他们在网站上查看的信息，识别可用性问题，并显示银行网站设计中存在改进的空间。

北美预计将占据最大的市场份额

  • 由于美国市场供应商数量的不断增加以及北美最终用户产业对数位行销的大量投资，全球经济中最重要的地区之一是北美全球神经行销产业。此外，美国是该领域的市场先驱，在全球范围内推进技术方面发挥着重要作用。
  • 此外，该地区还拥有众多对市场成长至关重要的知名市场研究公司，包括 Nielson、IQVIA、Kantar、Information Resources Inc. 和 Ipsos。
  • 由于对行销技术和品牌竞争力的大量投资，消费者行为研究在过去几十年中在该地区经历了巨大的增长。因此，更多的研究公司正在尝试将生理和神经资料纳入标准的市场研究中。
  • MediaScience 是一家基于实验室的受众研究来源，位于美国，使用各种神经测量方法，例如生物识别、面部表情分析、眼球追踪、反应延迟测试和脑电图。近年来，该公司还与 Hulu 合作，研究为社交媒体平台製作的广告的有效性，这些广告后来被重新用于电视串流媒体服务。
  • 该地区的市场供应商越来越多地使用神经行销策略，这导致了许多对当地行销人员有益的开创性研究。例如，根据美国 Mindshare 的消费者神经科学研究，人们会无意识地对手部特写做出反应，但相机可以靠近的距离是有限的。

神经行销产业概述

神经行销市场竞争适度，由多个参与者组成。由于新兴经济体对神经行销应用的需求不断增长以及技术进步，少数参与者占据了大部分市场份额。许多企业正在扩大其进入新市场的范围并增强其市场影响力。

2023 年 4 月，尼尔森公司有限责任公司（尼尔森消费者神经科学）和 digitalAudience 宣布在西北欧开展开放网络测量的资料测量合作，尼尔森将把数字受众提供的人口统计资料整合到尼尔森身份系统中，以提供更大的范围和准确性。尼尔森针对开放网路的数位广告衡量，将数位印象与数百万设备上的人口统计数据联繫起来。

2022 年 9 月，Tobii 与 HeadVantage 合作，为运动迷和运动员带来眼动追踪。透过此次合作，体育迷可以更理解运动员的思考过程，并协助他们在各个学科领域进行训练和改进。球迷体验也会显着改善。

额外的好处：

  • Excel 格式的市场估算 (ME) 表
  • 3 个月的分析师支持

目录

第 1 章：简介

  • 研究假设和市场定义
  • 研究范围

第 2 章：研究方法

第 3 章：执行摘要

第 4 章：市场洞察

  • 市场概况
  • 产业吸引力－波特五力分析
    • 供应商的议价能力
    • 买家/消费者的议价能力
    • 新进入者的威胁
    • 替代品的威胁
    • 竞争激烈程度
  • 技术概览 - 关键推动因素
    • 功能性磁振造影 (FMRI)
    • 脑电图（EEG）
    • 生物辨识技术
    • 脸部编码
    • 眼动追踪
  • COVID-19 对产业影响的评估
  • 市场驱动因素
    • 对先进行销工具的需求不断增加
    • 智慧型手机和高速网路的普及率不断提高
  • 市场挑战
    • 资料安全和政府监管阻碍市场成长

第 5 章：市场细分

  • 由最终用户
    • 银行、金融服务和保险 (BFSI)
    • 零售/消费品牌
    • 市场调查
    • 科学研究机构
    • 其他最终用户
  • 按地理
    • 北美洲
      • 美国
      • 加拿大
    • 欧洲
      • 德国
      • 法国
      • 英国
      • 欧洲其他地区
    • 亚太地区
      • 印度
      • 中国
      • 日本
      • 亚太地区其他地区
    • 世界其他地区

第 6 章：竞争格局

  • 公司简介
    • Immersion Neuroscience
    • Merchant Mechanics Inc.
    • Uniphore
    • The Nielsen Company LLC (Nielsen Consumer Neuroscience)
    • Neural Sense (Pty) Ltd
    • NVISO SA
    • Cadwell Industries Inc.
    • Compumedics Limited
    • SR Labs SRL
    • Synetiq Ltd.
    • Mindspeller
    • MindMetriks

第 7 章：投资分析

第 8 章：市场机会与未来趋势

简介目录
Product Code: 66418

The Neuromarketing Market size is estimated at USD 1.57 billion in 2024, and is expected to reach USD 2.41 billion by 2029, growing at a CAGR of 8.89% during the forecast period (2024-2029).

Neuromarketing - Market

Neuroscience is beneficial in interpreting and studying consumer perceptions and has played a major role in enhancing the behavioral predictions of consumers. Neuroscience allows research firms and marketing companies to concentrate and customize their services according to customer expectations.

Key Highlights

  • Neuromarketing solutions are assisting the process of consumer data in a marketing environment in an extremely effective manner due to the usage of neuroscience techniques. The increasing awareness about the potential benefits offered by these techniques is further driving the adoption of various neuromarketing solutions at a rapid pace. Major companies like PepsiCo, The Weather Channel, eBay, and Diamler have implemented neuromarketing research techniques to conduct market research, run focus groups, and design marketing campaigns.
  • Various vendors are developing new technological approaches (software, applications, and user interfaces) to enable companies to understand their customers and deliver a tailor-made marketing approach. Brands like Campbell's and Frito-Lay have adopted neuroimaging to reimagine their packaging strategy. Studies have revealed that customers react differently to packaging, with color, text, and imagery influencing their purchase decisions.
  • Major companies have implemented neuromarketing research techniques to measure consumer behavior for their respective products to identify the consumer's purchase decision with the help of various technologies, such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye tracking.
  • Privacy and data security can emerge as major concerns in many neuromarketing techniques, as all the data derived after scanning the brain can get leaked and lead to vulnerable situations. This acts as a restraint on the market growth.
  • The impact of COVID-19 on the neuromarketing market was significant in the short run, as for an accurate analysis, a large sample of data is required. However, with people confined to their homes because of the global lockdown, data generated from the physical world, like brick-and-mortar showrooms, were drastically reduced. Also, the manufacturing of neuromarketing systems was slightly affected because the global supply chain was disrupted, and manufacturing facilities were shut down due to regulations imposed by various international governments.

Neuromarketing Market Trends

BFSI End-User Vertical to Grow at a Significant Rate

  • In the context of services, it is possible to judge that banking services are more risky than travel or other forms of leisure, more demanding for consumers to influence, and more difficult to grasp due to their technicality.
  • Since most people utilize banking services, the providers' websites one of the communication channels must be user-friendly, clear in terms of the information being conveyed, and simple to navigate.
  • Numerous banks have developed online and mobile applications that are not tailored to the users. In addition to the typical flaws of shoddy integration with the bank's other services, glitchy apps, or apps that crash without warning, even a well-functioning app may fail to consider the needs of its consumers.
  • By analyzing online user journeys and comprehending the emotional experience a person gets when visiting a website or app, neuro marketers seek to minimize this as much as feasible. By cultivating sentiments of loyalty, banking providers can employ behavioral science to boost products per home, expand wallet share, and lower attrition rates.
  • For instance, eye tracking is a neuromarketing research technique that can show how consumers comprehend the information they view on a website, identify usability issues, and show where there is room for improvement in the design of a bank's website.

North America is Expected to Hold Largest Market Share

  • Due to the rising number of US-based market vendors and large investments in digital marketing made by North American end-user industries, One of the most significant regions in the global economy is North America global neuromarketing industry. Additionally, the US is a market pioneer in the area under study and is important in advancing technology on a global scale.
  • Additionally, the area is home to numerous well-known market research firms that are important to the growth of the market, including Nielson, IQVIA, Kantar, Information Resources Inc., and Ipsos.
  • Due to heavy investment in marketing techniques and brand competitiveness, consumer behaviour studies have experienced tremendous growth in the region over the past few decades. Therefore, more research firms are attempting to include physiological and neurological data into standard market research studies.
  • A source of lab-based audience research, MediaScience is situated in the US and uses a variety of neuro-measures, such as biometrics, facial expression analysis, eye-tracking, response-latency testing, and EEG. In recent years, the business also worked with Hulu to research the effectiveness of commercials made for social media platforms that were later repurposed for the TV streaming service.
  • Market vendors in the area are increasingly using neuromarketing strategies, which has led to a number of ground-breaking studies that are beneficial to local marketers. People unconsciously respond to close-ups of hands, for example, according to consumer neuroscience study by the US-based Mindshare, but there is a limit to how close the camera can approach.

Neuromarketing Industry Overview

The Neuromarketing Market is moderately competitive and consists of several players. Due to the growing demand for neuromarketing applications and technical improvement in emerging economies, a small number of players hold the majority of the market share. Many businesses are expanding their reach into new markets and enhancing their market presence.

In April 2023, the Nielsen Company LLC (Nielsen Consumer Neuroscience) and digitalAudience announced data measurement collaboration for open web measurement in Northwestern Europe, where Nielsen will integrate demographic data provided by the digital audience into the Nielsen Identity System to provide more scope and accuracy in Nielsen's digital ad measurement for the open web, connecting digital impressions to demographics across millions of devices.

In September 2022, Tobii partnered with HeadVantage to bring eye tracking to sports fans and athletes. Through this collaboration, sports fans can better comprehend athletes' thought processes and assist them in their training and improvement across a variety of disciplines. A significant improvement in fan experience will also occur.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Buyers/Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitutes
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Technology Snapshot - Key Enablers
    • 4.3.1 Functional Magnetic Resonance Imaging (FMRI)
    • 4.3.2 Electroencephalography (EEG)
    • 4.3.3 Biometrics
    • 4.3.4 Facial Coding
    • 4.3.5 Eye Tracking
  • 4.4 Assessment of the Impact of COVID-19 on the Industry
  • 4.5 Market Drivers
    • 4.5.1 Increasing Need for Advanced Marketing Tools
    • 4.5.2 Increasing Penetration of Smartphones and High-speed Internet
  • 4.6 Market Challenges
    • 4.6.1 Data Security and Government Regulation Hindering Market Growth

5 MARKET SEGMENTATION

  • 5.1 By End-Users
    • 5.1.1 Banking, Financial Services, and Insurance (BFSI)
    • 5.1.2 Retail/Consumer Brands
    • 5.1.3 Market Research
    • 5.1.4 Scientific Institutions
    • 5.1.5 Other End-Users
  • 5.2 By Geography
    • 5.2.1 North America
      • 5.2.1.1 United States
      • 5.2.1.2 Canada
    • 5.2.2 Europe
      • 5.2.2.1 Germany
      • 5.2.2.2 France
      • 5.2.2.3 United Kingdom
      • 5.2.2.4 Rest of Europe
    • 5.2.3 Asia Pacific
      • 5.2.3.1 India
      • 5.2.3.2 China
      • 5.2.3.3 Japan
      • 5.2.3.4 Rest of Asia Pacific
    • 5.2.4 Rest of the World

6 COMPETITIVE LANDSCAPE

  • 6.1 Company Profiles
    • 6.1.1 Immersion Neuroscience
    • 6.1.2 Merchant Mechanics Inc.
    • 6.1.3 Uniphore
    • 6.1.4 The Nielsen Company LLC (Nielsen Consumer Neuroscience)
    • 6.1.5 Neural Sense (Pty) Ltd
    • 6.1.6 NVISO SA
    • 6.1.7 Cadwell Industries Inc.
    • 6.1.8 Compumedics Limited
    • 6.1.9 SR Labs SRL
    • 6.1.10 Synetiq Ltd.
    • 6.1.11 Mindspeller
    • 6.1.12 MindMetriks

7 INVESTMENT ANALYSIS

8 MARKET OPPORTUNITIES AND FUTURE TRENDS