Buyology Shifts Focus to 'Self-Segmentation'

New York-based neuroscience firm Buyology has shifted its approach to help marketers tap into consumer's non-conscious decision making process.

The firm's new focus is on how consumers are self-segmenting their product purchase behaviour, and the need to segment consumers to brands in order to more effectively market to target audiences.

Buyology takes insights from neuromarketing analysis techniques such as biometrics and semiotics, as well as proven projective technologies for revealing non-conscious insights and motivations. These methodologies are used to analyze and influence the consumer and customer decision-making process.

The team also applies a variety of techniques including EMG, fMRI, eye tracking, galvanic response, EEG and reaction time, and draws upon a database of more than 2,500 brain scans from the US, UK, Germany, Japan and China.

Solutions are then developed which segment consumers to brands, based on the experience and insights of the firm's Principals, Gary Singer and Donna Sturgess.

They are joined by Chairman of the Board Martin Lindstrom, who is the author of the book Buyology, Truth and Lies About Why We Buy.

Singer was previously Chief Strategy Officer for Interbrand, and served as a Partner at McKinsey & Company, as well as founding brand consultancy Redline Results. Sturgess is the former VP of Marketing & Strategy and Global Head of Innovation for GlaxoSmithKline.

'Traditional research alone does not yield the insights needed to understand how to segment consumers to brands, because these insights can only be realized by analyzing this non-conscious decision making process,' says Singer.

Web site: www.buyologyinc.com .