BY ROBIN GHOSH ,
ECONOMIST AND BUSINESS MENTOR.
KOLKATA, 7 SEPTEMBER:
If there is something which is changing in turbo speed – it is the dynamic world of marketing.
Practicing marketing professionals in the industry – for a decade or two- considered human behavior as rational. And developed methodology and research based on this paradigm.
But this hypothesis is not working any more. Neuroscience has unveiled a string of new data which says that non – conscious emotional self is the predominant variable. It is a prime mover which governs human behavior.
Out of 11 million bits of processing that we do in our mind – just 77 of them work at conscious level. And believe it and believe it is the biological truth.
Therefore, what people are saying at an explicit level may not be taken for granted. Unconscious behavior is important . Straight cut communication- based solution — we cannot really rely.
Since science has discovered that compared to the logical mind, the subconscious mind drives the decision, a lot of things need to be reversed or we have to take” User Backwards” track.
What does it mean?Let me explain this. Most of the time, new products launched by a company fail in the market.
Why does it fails? While launching a new product, the companies focus primarily on technology. But the attention should be on human experience.
You have to start with the user and bend backwards to acquire technology
A technology that can delight the user.
There is an amazing book called Hidden Brain written by Shankar Vedantam. If you get a chance , read this book to understand how the subconscious mind works and influence our critical decisions.
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