The Marketing of Triggers

Psychomarketing refers to the human, psychological dimension of marketing.It encompasses both Consumer Behavior and Neuromarketing, which is the application of techniques and discoveries (often counterintuitive) from neuroscience to marketing.

The more psychological dimension a problem has, the more effective psychomarketing techniques can be in addressing it.This ranges from simply improving the effectiveness of a marketing campaign to completely redefining a business strategy.

For example, psychomarketing can help to understand why some customers prefer one product over another, even if the differences are minimal.

As an aside, the most frequently asked questions concern *reputation damage* ("my competitors claim that...") and the *redefinition of the strategic positioning* of product lines.

The first result to expect is therefore the resolution of the identified problem. Furthermore, applying psychomarketing techniques allows you to broaden and deepen your knowledge of your market, and therefore increase the value of your other marketing actions.And, most often, a psychomarketing intervention allows you to go much further and redefine your strategy to make it more effective.This is particularly the case when *triggers* are detected and activated.

Research in psychology and neuroscience results in hundreds of thousands of scientific articles published each year.Therefore, it is impossible to keep up with everything, but it is possible to "search for solutions" to find answers to one's problems.

The two most widely used fields of study at Neuromonaco are Evolutionary Psychology, which has become the overarching framework for all research, and Psychometrics (the measurement of psychological differences), which has shown that IQ is the most influential factor in predicting individual and collective behavior.These two fields are complemented by research in Cognitive Psychology and Social Psychology.

The world moves too fast for our brains, which are forced to use shortcuts (heuristics) to make choices and decisions. One of these shortcuts is to rely on certain perceived signals that will trigger almost automatic reactions: these specific signals are called triggers.

Therefore, it is enough to master them, i.e., to detect and know how to activate them, in order to provoke the desired reactions. This is the primary objective of psychomarketing.

Any marketing positioning study is based on the definition of "segments" that quantify each dimension of the market. This segmentation (detection of segments) must be carried out on numerous criteria (age, gender, income, etc.) in order to detect those that are relevant.

As its name suggests, psychological segmentation is based on psychological criteria and is complementary to other segmentations. Its main advantage is that it allows you to determine the underlying motivations of consumers and therefore to better define the messages to transmit to them.