Insights
Practical neuroscience insights without the hype.
Explore practical knowledge on neuromarketing, behavioural science, neurodata, methods, ethics and influence - explained responsibly and connected to real business questions.
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Knowledge that makes behaviour easier to understand.
Neurofactor shares insights on neuromarketing, behavioural science, neuroscience, EEG, eye tracking, association research, ethics and influence. The goal is not to simplify people into brain tricks, but to explain behaviour in a way that helps better decisions.
No brain tricks. No hype. Practical behavioural knowledge.
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These articles lay the foundation the rest of the knowledge base builds on.
- Target groups and decision contextWhat is a marketing target group?Learn how to define a marketing target group, document it in a target group profile and understand how it differs from an associative target group. 6 min
- Demographics and decision rolesHow do you use sex as a target group characteristic?Use demographic data carefully in target group profiles: define what was measured, report clear denominators and record decision authority separately.
- Motivation and driversWhat are a target group’s wants and goals?Explore what your target group wants to achieve. Separate wants, functional goals and psychological outcomes, with interview questions and a profile example.
- Pain points and barriersWhat is a target group’s main pain point?Learn how to research and prioritise your target group’s main pain point. Includes scientific sources, interview questions and a practical profile template.
- Solutions and benefitsWhat is a product promise?Develop a product promise that fits your target group and can be delivered. Includes examples, sources and guidance for profiles without a defined product.
- Persuasion and resistanceWhat does evidence mean in a target group profile?Research what evidence your target group needs. Distinguish claims, credibility and evidential strength with practical examples and scientific sources. 8 min
Categories
The knowledge base is organised in categories, from basics to depth.
Target groups and decision context
8 articles
- What is a marketing target group?
- What is an associative target group?
- Marketing target groups and associative target groups: what is the difference?
- What is segment composition and how do you describe a target group?
- What is a segment code and how do you use it in a target group profile?
- How do you write a target group description in one sentence?
Demographics and decision roles
4 articles
Motivation and drivers
13 articles
Pain points and barriers
10 articles
- What is a target group’s main pain point?
- How do you investigate the cause of the main pain point?
- What is an additional pain point for a target group?
- What does Other pain point mean in a target group profile?
- What is emotional pain in a target group profile?
- Deal-breaking association: meaning and application
Solutions and benefits
7 articles
Persuasion and resistance
16 articles
- What does evidence mean in a target group profile?
- What is a compelling customer voice in a target group profile?
- What are objections in a target group profile?
- How do you address objections in a target group profile?
- What is a target group’s greatest fear?
- How do you describe other methods that did not work?
Context and language
5 articles
Buying behaviour
4 articles
Neuropsychological scores
4 articles
Communication strategy
10 articles
Associations and target groups
13 articles
Research methods
9 articles
Target group analysis
4 articles
Experience research
4 articles
Neuromarketing
3 articles
All articles
Search all published articles or filter by category.
- Target groups and decision contextWhat is a marketing target group?Learn how to define a marketing target group, document it in a target group profile and understand how it differs from an associative target group. 6 min
- Target groups and decision contextWhat is an associative target group?Learn what an associative target group is, how to define shared association patterns and how to test their relationship to choices. 9 min
- Target groups and decision contextMarketing target groups and associative target groups: what is the difference?Compare marketing and associative target groups. Understand their differences, when they overlap and how to use both in research and communication. 8 min
- Target groups and decision contextWhat is segment composition and how do you describe a target group?Learn how to describe segment composition in three to five sentences, with clear boundaries, shared associations and a practical target group template.
- Context and languageWhat are industry jargon and abbreviations in a target group profile?Investigate the specialist terms and abbreviations your audience uses and understands. Includes research questions, a glossary approach and scientific sources. 8 min
- Associations and target groupsWhat are association clusters?Learn what association clusters are, how to investigate relationships and when clusters can support the definition of an associative target group. 7 min
- Research methodsHow do you measure associations?How do you measure associations? Compare free association, direct ratings and the IAT. Explore study design, scoring, reliability and interpretation. 9 min
- Communication strategyEmployer branding through neuroscienceConnect employer communication with associations, behaviour and suitable brain measurements. Learn to investigate a credible EVP and test candidate expectations. 5 min
- Associations and target groupsAssociation: meaning and applicationWhat is an association and how can you study it? Distinguish meaning, evaluation and behaviour, with a practical approach, examples and sources. 7 min
- Associations and target groupsNode in an association network: meaning and applicationWhat does a node in an association network represent? Learn to code concepts, explain connections and avoid overstating what a network can show. 7 min
- Associations and target groupsAssociation strength: meaning and applicationWhat does association strength mean? Distinguish response frequency, model scores and decision weight, with a worked example and measurement guidance. 6 min
- Associations and target groupsAssociation salience: meaning and applicationWhat is association salience? Distinguish attention, recall, evaluation and centrality, and choose a measurement definition that fits the situation. 6 min
- Pain points and barriersDeal-breaking association: meaning and applicationWhen can an association block a choice? Learn to identify and test a possible exclusion criterion without overstating what negative words reveal. 6 min
- Target group analysisBehavioural diagnostic framework: meaning and applicationWhat is a behavioural diagnostic framework? Investigate behaviour, capability, circumstances and motivation to design and test appropriate improvements. 6 min
- Associations and target groupsAssociative signature: meaning and applicationAn associative signature is the combination of associations that sets a group apart in one choice context. Learn how to test distinctiveness and stability. 9 min
- Associations and target groupsCore conflict in associations: meaning and applicationUnderstand core conflict in associations, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 8 min
- Communication strategyAssociative value proposition: meaning and applicationUnderstand associative value proposition, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 9 min
- Context and languageCommunication lexicon with do and don't words: meaning and applicationA communication lexicon records which words you use and avoid per target group. Learn how to substantiate, test and maintain do and don't words. 8 min
- Target group analysisTarget group profile and association map: marketing profile versus associative profileMarketing profile versus associative profile: what a target group profile and an association map contain, when to use which and how to combine them. 9 min
- Research methodsResearch synthesis: meaning and applicationResearch synthesis combines surveys, interviews and behavioural data into substantiated conclusions. Covers method, joint displays and contradictory findings. 9 min
- Associations and target groupsPrimary and secondary associations: meaning and applicationPrimary and secondary associations explained: what comes to mind first, what lies beneath, how to elicit and record both, and which mistakes to avoid. 9 min
- Associations and target groupsHubs and bridge nodes in an association network: meaning and applicationHubs and bridge nodes in an association network: what they are, why they matter for communication, how to spot them and which limits apply. 9 min
- Associations and target groupsNet valence and dominance gap: meaning and applicationNet valence and dominance gap explained: how to combine the valence and strength of associations, with a worked example and the limits of these measures. 9 min
- Associations and target groupsWaiting-room and fit-label associations: meaning and applicationWaiting-room and fit-label associations explained: how to recognise strong but neutral associations and tell them apart from indifference and rejection. 9 min
- Associations and target groupsBimodal clusters: meaning and applicationBimodal clusters: associations with a positive and a negative peak and no middle ground. What the pattern can mean and how to investigate it with care. 5 min
- Associations and target groupsContext gate: meaning and applicationContext gate explained: how one status, reputation or norm risk can block positive associations, how to recognise and test it, and what it means. 9 min
Ethics
Responsible behavioural knowledge matters.
Neuroscience and behavioural science can help explain why people notice, trust, avoid, choose or act. That does not mean behaviour should be reduced to tricks or manipulation. Neurofactor approaches behavioural influence with clear ethical boundaries and practical responsibility.
From insight to application
From insight to application.
Insights help explain the thinking behind Neurofactor’s methods, applications, models and cases. When a question becomes practical, you can continue into the part of the site that fits your challenge.
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