Two Methods Of Creative Marketing Research Neuromarketing And In-Depth Interview

Ozdemir Maia and Koc Macit
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Ozdemir Maia: Faculty of Management and Economics, Tomas Bata University, Mostni 5139, 760 01 Zlin, CZECH REPUBLIC
Koc Macit: Department of Marketing and Management, University of New York, Tirana, Rr. Medar Shtylla Nd. 35 Nr.5 Post Code 1019, ALBANIA

Creative and Knowledge Society, 2012, vol. 2, issue 1, 113-117

Abstract: Creativity is one of the most important concepts nowadays' business environment. The purpose of this article is to determine whether neuromarketing and in-depth interviews complete each other in terms of allowing marketers to to create more creative marketing strategies on how customers really feel.Raising global competition pressure does not allow marketers to ignore it. Marketing is a field that is most sensitive to such influences. New point of view most times gives an advantage in the marketing field. It helps to develop creative strategies.Two methods of creative marketing research: neuromarketing and in-depth interview were analyzed. Creativity is a potential which must be developed as a source of further development. It is a source natural to all people, a source that has a motivational effect. Creativity may be developed. Constant education is required. It is necessary to remove barriers and establish opportunities for creative thinking, reduce habitual stereotypes, release space for searching and find further alternatives. Significance of marketing in nowadays business environment is out of any doubts. Companies world wide spend trillions of dollars each year on Advertising, Marketing, and Research and Develoment. For decades, advertisers, marketers, and product developers are making an effort to apply social psychology to discover the tools to tap into the consumer's brain. Some marketers believe that most of biases occur because of responses changed by the customer's conscious mind. Development of technology gives a wide range of opportunities for the new generation marketing research. In conclusion, it is clear, that neuromarketing and in-depth interviews may complete each other and draw together more accurate picture of what the customers really feel, that allows marketers to create more competitive creative marketing strategies.

Keywords: Creativity; Creative Marketing Research; Neuromarketing; In-depth Interviews (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:crknos:v:2:y:2012:i:1:p:113-117:n:7

DOI: 10.2478/v10212-011-0020-6

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