Neuromarketing is heralding a paradigm shift away from marketing that appeals to people’s rational sides towards appealing more to their emotions. Here at Essence we are developing a framework within which we can apply principles from the nascent field of consumer neuroscience to deliver digital experiences that resonate with consumers on a deeper emotional level. [...]
Continue Reading →Under the banner of neuromarketing, there have been claims that the use of neuroscientific tools for consumer research will permit discovery of the fabled ‘buy button’ of the brain, that if strategically targeted and stimulated by branding, product design and advertising, will leave consumers stupefied and unable to resist the urge to buy. However, since [...]
Continue Reading →Do you like to be challenged? You should: problem-solving is human nature and our brains have evolved to reward us when we succeed. And it’s this challenge/reward dynamic that lies at the heart of the flourishing gamification market. Despite its ugly name, this new wave of digital features and functions has become an established business [...]
Continue Reading →Deciding to create a company blog is not an easy decision to make. This might sound controversial coming from a digital agency, but we have always held the belief that if you can’t do a job well then don’t do it at all. And when you are growing fast getting round to creating really good quality [...]
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