It’s a long running joke: men and women are wired differently. But the field of neuroscience has proven that this is no joking matter, and the ramifications are tremendous for consumer goods manufacturers, as women buy or influence the purchase of 80 percent of all consumer goods in the U.S.
So what are the key differences between the male and female brain? There are some key structural differences, such as a larger hippocampus in women, as well as a heavier reliance on brain areas that contain mirror neurons, which enable a person to feel what they see another person is feeling.
The practical implications are clear: women have better memory for detailed information than do men, while men tend to have better spatial ability and the ability to build systems. For marketers who want to appeal to women as effectively as possible, this means that they need to get product design, packaging, pricing, branding, messaging and more in sync with how the female subconscious mind receives and processes information, and directs behavior – greatly increasing the chances of marketplace success.
Pairing science-based market research innovation with conventional methods enables Nielsen and NeuroFocus to better understand the elements of successful consumer engagement – providing a powerful tool for generating greater returns on the great investment it takes to launch and sell new products.
Learn how neuroscience is being applied to create more effective marketing and advertising programs in the current issue of Consumer Insight.