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市場調查報告書
商品編碼
1445413
神經行銷 - 市場佔有率分析、產業趨勢與統計、成長預測（2024 - 2029）Neuromarketing - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029) |
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簡介目錄
神經行銷市場規模估計到2024年為 15.7 億美元，預計到2029年將達到 24.1 億美元，在預測期內（2024-2029年）CAGR為 8.89%。
神經科學有利於解釋和研究消費者的看法，並在增強消費者的行為預測方面發揮了重要作用。神經科學使研究公司和行銷公司能夠根據客戶的期望集中和客製化他們的服務。
主要亮點
- 由於神經科學技術的使用，神經行銷解決方案以極其有效的方式協助行銷環境中的消費者資料處理。人們越來越意識到這些技術所提供的潛在好處，進一步推動了各種神經行銷解決方案的快速採用。百事可樂、天氣頻道、eBay 和 Diamler 等大公司已經實施了神經行銷研究技術來進行市場研究、進行焦點小組和設計行銷活動。
- 各種供應商開發新的技術方法（軟體、應用程式和使用者介面），以使公司能夠了解其客戶並提供量身定做的行銷方法。Campbell's和Frito-Lay等品牌已採用神經影像學來重新構思其包裝策略。研究表明，顧客對包裝的反應不同，顏色、文字和圖像會影響他們的購買決定。
- 主要公司已經實施了神經行銷研究技術來測量消費者對其各自產品的行為，以藉助功能性磁振造影（fMRI）、腦電圖（EEG）和眼動追蹤等各種技術來確定消費者的購買決策。
- 隱私和資料安全可能成為許多神經行銷技術中的主要問題，因為掃描大腦後獲得的所有資料都可能被洩露並導致脆弱的情況。這限制了市場的成長。
- COVID-19對神經行銷市場的影響在短期內是顯著的，準確的分析需要大量的資料樣本。然而，由於全球封鎖，人們被限制在家裡，實體世界（例如實體陳列室）產生的資料急劇減少。此外，由於全球供應鏈中斷，以及由於各國政府實施的法規而關閉製造設施，神經行銷系統的製造受到了輕微影響。
神經行銷市場趨勢
BFSI 最終用戶垂直領域將大幅成長
- 從服務的角度來看，可以判斷，銀行服務比旅行或其他形式的休閒方式風險更大，對消費者的影響力要求更高，而且技術性更難掌握。
- 由於大多數人都使用銀行服務，因此作為溝通管道之一的提供者網站必須是方便用戶使用的、所傳達的訊息清晰且易於導航。
- 許多銀行開發了不適合用戶的線上和行動應用程式。除了與銀行其他服務的低劣整合、有故障的應用程式或在沒有警告的情況下崩潰的應用程式等典型缺陷之外，即使是功能良好的應用程式也可能無法考慮消費者的需求。
- 透過分析線上用戶旅程並理解人們在存取網站或應用程式時獲得的情感體驗，神經行銷人員尋求盡可能減少這種體驗。透過培養忠誠度，銀行服務提供者可以利用行為科學來增加每個家庭的產品、擴大錢包佔有率並降低流失率。
- 例如，眼球追蹤是一種神經行銷研究技術，可以顯示消費者如何理解他們在網站上查看的資訊，識別可用性問題，並顯示銀行網站設計中存在改進的空間。
北美預計將佔據最大的市場佔有率
- 由於美國市場供應商數量的不斷增加以及北美最終用戶產業對數位行銷的大量投資，全球經濟中最重要的地區之一是北美全球神經行銷產業。此外，美國是該領域的市場先驅，在全球範圍內推進技術方面發揮著重要作用。
- 此外，該地區還擁有眾多對市場成長非常重要的知名市場研究公司，包括 Nielson、IQVIA、Kantar、Information Resources Inc. 和 Ipsos。
- 由於對行銷技術和品牌競爭力的大量投資，消費者行為研究在過去幾十年中在該地區經歷了巨大的成長。因此，更多的研究公司嘗試將生理和神經資料涵蓋標準的市場研究中。
- MediaScience 是一家基於實驗室的受眾研究來源，位於美國，使用各種神經測量方法，例如生物識別、臉部表情分析、眼球追蹤、反應延遲測試和腦電圖。近年來，該公司還與 Hulu 合作，研究為社交媒體平台製作的廣告的有效性，這些廣告後來被重新用於電視串流媒體服務。
- 該地區的市場供應商擴大使用神經行銷策略，這導致了許多對當地行銷人員有益的開創性研究。例如，根據美國 Mindshare 的消費者神經科學研究，人們會無意識地對手部特寫做出反應，但相機可以靠近的距離是有限的。
神經行銷產業概述
神經行銷市場競爭適度，由多個參與者組成。由於新興經濟體對神經行銷應用的需求不斷成長以及技術進步，少數參與者佔據了大部分市場佔有率。許多企業日益擴大其進入新市場的範圍並增強其市場影響力。
2023年 4月，Nielsen Company LLC（Nielsen Consumer Neuroscience）和 digitalAudience 宣佈在西北歐開展開放網路測量的資料測量合作，Nielsen將把數字受眾提供的人口統計資料整合到Nielsen身份系統中，以提供更大的範圍和準確性。Nielsen針對開放網路的數位廣告衡量，將數位印象與數百萬設備上的人口統計資料聯繫起來。
2022年 9月，Tobii 與 HeadVantage 合作，為運動迷和運動員帶來眼動追蹤。透過此次合作，體育迷可以更理解運動員的思考過程，並協助他們在各個學科領域進行訓練和改進。球迷體驗也會顯著改善。
附加優惠：
- Excel 格式的市場估算（ME）表
- 3 個月的分析師支持
目錄
第1章 簡介
- 研究假設和市場定義
- 研究範圍
第2章 研究方法
第3章 執行摘要
第4章 市場洞察
- 市場概況
- 產業吸引力－波特五力分析
- 供應商的議價能力
- 買家/消費者的議價能力
- 新進入者的威脅
- 替代品的威脅
- 競爭激烈程度
- 技術概覽 - 關鍵推動因素
- 功能性磁振造影（FMRI）
- 腦電圖（EEG）
- 生物辨識技術
- 臉部編碼
- 眼動追蹤
- COVID-19 對產業影響的評估
- 市場促進因素
- 對先進行銷工具的需求不斷增加
- 智慧型手機和高速網路的普及率不斷提高
- 市場挑戰
- 資料安全和政府監管阻礙市場成長
第5章 市場細分
- 由最終用戶
- 銀行、金融服務和保險（BFSI）
- 零售/消費品牌
- 市場調查
- 科學研究機構
- 其他最終用戶
- 按地理
- 北美洲
- 美國
- 加拿大
- 歐洲
- 德國
- 法國
- 英國
- 歐洲其他地區
- 亞太地區
- 印度
- 中國
- 日本
- 亞太地區其他地區
- 世界其他地區
- 北美洲
第6章 競爭格局
- 公司簡介
- 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7章 投資分析
第8章 市場機會與未來趨勢
簡介目錄
Product Code: 66418
The Neuromarketing Market size is estimated at USD 1.57 billion in 2024, and is expected to reach USD 2.41 billion by 2029, growing at a CAGR of 8.89% during the forecast period (2024-2029).
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
- 5.2.1 North America
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
