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市场调查报告书
商品编码
1642057

神经行销：市场占有率分析、产业趋势与统计、成长预测（2025-2030）

Neuromarketing - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
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在 2025 年将达到 17.1 亿美元，预计到 2030 年将达到 26.2 亿美元，预测期内（2025-2030 年）的复合年增长率为 8.89%。

神经行销-市场-IMG1

神经科学对于解释和研究消费者感知具有重要价值，并在增强对消费者行为的预测方面发挥重要作用。神经科学使研究和行销公司能够根据客户期望集中定制他们的服务。

主要亮点

  • 神经行销解决方案利用神经科学技术来有效协助行销环境中消费者资料的处理。人们越来越意识到这些技术带来的潜在好处，这进一步加速了各种神经行销解决方案的采用。百事可乐、天气频道、eBay 和戴姆勒等领先公司已在其市场研究、进行焦点小组和设计行销宣传活动中实施了神经行销调查方法。
  • 各种供应商正在开发新的技术方法（软体、应用程式、使用者介面），以使公司能够了解他们的客户并为他们提供客製化的行销方法。金宝汤和菲多利等品牌正在利用神经成像技术重塑其包装策略。研究表明，顾客对包装的反应不同，颜色、文字和图像都会影响他们的购买决定。
  • 领先的公司正在采用神经行销研究技术，使用功能性磁振造影(fMRI)、脑电图 (EEG)、眼动追踪等各种技术来衡量消费行为并确定消费者的购买决策。
  • 随着许多神经行销技术的发展，隐私和资料安全可能成为主要问题。这对市场成长是一个限制因素。
  • COVID-19 对神经行销市场的影响在短期内是巨大的。这是因为准确的分析需要大量的资料样本。然而，由于全球封锁使人们只能待在家中，因此实体展示室等实体世界产生的资料急剧下降。此外，由于全球供应链中断，神经行销系统的製造也受到了轻微影响。

神经行销市场趋势

BFSI 垂直终端用户市场见证显着成长

  • 从服务角度来看，银行服务被认为比旅游和其他休閒更有风险、对消费者的影响更大、更专业，因此更难掌握。
  • 由于许多人使用银行服务，作为沟通管道之一的银行网站必须用户友好、传达清晰的讯息且易于浏览。
  • 许多银行开发的线上和行动应用程式并不适合其用户。除了与银行其他服务整合不佳、应用程式故障或应用程式毫无警告地崩溃等典型缺陷外，即使运行良好的应用程式也可能无法考虑到消费者的需求。
  • 神经行销人员的目标是透过分析线上用户旅程并了解他们造访网站或应用程式时的情感体验来尽可能地减少这种情况。透过培养忠诚度，银行家可以利用行为科学来增加每个客户的产品，扩大钱包份额，并减少客户流失。
  • 例如，眼动追踪是一种神经行销调查方法，可以显示消费者如何解读网站上的信息，识别可用性问题并显示银行网站设计可以改进的地方。

预计北美将占据最大市场占有率

  • 由于美国供应商的数量不断增加且北美终端用户产业对数位行销进行了大量投资，北美全球神经行销产业是全球经济中最重要的地区之一。此外，美国是所研究领域的市场先驱，在全球范围内的技术进步中发挥着至关重要的作用。
  • 此外，该地区还拥有许多知名的市场研究公司，例如尼尔森、IQVIA、Kantar、资讯资源公司和益普索，这些公司对市场的成长至关重要。
  • 由于对行销技术和市场竞争的大量投资，过去几十年来该地区的消费行为研究经历了显着增长。因此，越来越多的研究公司将生理和神经资料纳入其标准市场研究中。
  • 美国的 MediaScience 使用一系列神经测量检测法（包括生物辨识、脸部表情分析、眼动追踪、反应潜伏期测试和脑电图）进行实验室为基础的受众研究。近年来，该公司还与 Hulu 合作，探索为社群媒体平台製作的商业广告的有效性，这些广告随后被重新用于电视串流服务。
  • 该地区的市场供应商越来越多地利用神经行销策略，从而产生了大量对当地负责人有益的开创性研究。例如，美国公司 Mindshare 的消费者神经科学研究发现，人们会无意识地对手部的特写镜头做出反应，但相机拍摄的距离是有限的。

神经行销产业概况

神经行销市场竞争适中，由多家参与者组成。由于新兴国家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占有率。许多公司正在拓展新市场并加强其市场地位。

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路测量的资料测量合作。尼尔森将把其数位受众提供的人口统计资料整合到尼尔森身份系统中，为开放网路的尼尔森数位广告测量提供更广泛、更准确的测量，将数百万台设备的数位广告曝光率和人口统计数据连接起来。

2022 年 9 月，Tobii 将与 HeadVantage 合作，为运动迷和运动员带来眼动追踪。此次合作将使体育迷更了解运动员的思考过程，并支持他们在各个领域的训练和发展。这也将大大改善球迷的体验。

其他福利：

  • Excel 格式的市场预测 (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

第二章调查方法

第三章执行摘要

第四章 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
    • 购买者/消费者的议价能力
    • 新进入者的威胁
    • 替代品的威胁
    • 竞争对手之间的竞争
  • 技术简介-关键推动因素
    • 功能性磁振造影（FMRI）
    • 脑电图 (EEG)
    • 生物识别
    • 脸部编码
    • 眼动追踪
  • COVID-19 产业影响评估
  • 市场驱动因素
    • 对先进行销工具的需求日益增加
    • 智慧型手机和高速网路的普及率不断提高
  • 市场挑战
    • 资料安全和政府法规阻碍市场成长

第五章 市场区隔

  • 按最终用户
    • 银行、金融服务和保险（BFSI）
    • 零售/消费品牌
    • 市场研究
    • 科学机构
    • 其他最终用户
  • 按地区
    • 北美洲
      • 美国
      • 加拿大
    • 欧洲
      • 德国
      • 法国
      • 英国
      • 其他欧洲国家
    • 亚太地区
      • 印度
      • 中国
      • 日本
      • 其他亚太地区
    • 世界其他地区

第六章 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

第七章投资分析

第八章 市场机会与未来趋势

简介目录
Product Code: 66418

The Neuromarketing Market size is estimated at USD 1.71 billion in 2025, and is expected to reach USD 2.62 billion by 2030, at a CAGR of 8.89% during the forecast period (2025-2030).

Neuromarketing - Market - IMG1

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