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.
- Demographics and decision rolesHow do you determine a target group’s typical age category?Define your target group’s age category with clear boundaries and evidence. Separate age, life stage and career stage, with a practical numerical example.
- Pain points and barriersHow do you investigate the cause of the main pain point?Investigate why your target group gets stuck. Distinguish problem, cause and consequence, test alternative explanations and write an evidence-based profile.
- Pain points and barriersWhat is an additional pain point for a target group?Investigate a second barrier alongside the main pain point. Avoid duplication and describe an additional pain point with a clear context and evidence.
- Solutions and benefitsWhat does How it works mean in a target group profile?Describe the approach your target group expects: steps, contributions and conditions. With examples and distinctions between process, promise and evidence.
- 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
- Persuasion and resistanceHow do you address objections in a target group profile?Choose a suitable response to objections: explanation, evidence, adjustment or acknowledging a constraint. Includes steps, examples and scientific sources. 8 min
- Communication strategyFrom target group profile to communication strategyTurn audience insights into messages, evidence, tone and channels. A practical briefing approach with testable hypotheses and scientific background. 8 min
- Target group analysisWhen and how should you update a target group profile?Keep your target group profile current. Review sources, changing choices and conflicting evidence, plan follow-up research and record each revision. 8 min
- Motivation and driversAffective valence: meaning and applicationUnderstand affective valence, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 9 min
- Motivation and driversDominant emotion: meaning and applicationUnderstand dominant emotion, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 9 min
- Pain points and barriersPerceived cognitive load: meaning and applicationUnderstand perceived cognitive load, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 8 min
- Pain points and barriersRole interference and role conflict: meaning and applicationUnderstand role interference with core work, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 12 min
- Motivation and driversIdentity congruence: meaning and applicationUnderstand identity congruence, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 12 min
- Motivation and driversPerceived status: meaning and applicationUnderstand perceived status, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 12 min
- Motivation and driversExperienced autonomy: meaning and applicationUnderstand experienced autonomy, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 12 min
- Motivation and driversPerceived social norms: meaning and applicationUnderstand perceived social norms, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 12 min
- Motivation and driversPerceived support: meaning and applicationUnderstand perceived support, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 12 min
- Motivation and driversDominant motivational profile: meaning and applicationUnderstand dominant motivational profile, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 12 min
- Persuasion and resistanceType of resistance: meaning and applicationUnderstand type of resistance, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 12 min
- Pain points and barriersCoping strategy: meaning and applicationUnderstand coping strategy, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 9 min
- Persuasion and resistanceSusceptibility to influence: meaning and applicationUnderstand susceptibility to influence, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 9 min
- Communication strategyOrganisational behavioural objective: meaning and applicationUnderstand organisational behavioural objective, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 8 min
- NeuromarketingPrediction error: meaning and applicationUnderstand prediction error, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 8 min
- Persuasion and resistancePsychological reactance and trait reactance: meaning and applicationUnderstand psychological reactance, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 8 min
- NeuromarketingConditioning and aversive learning: meaning and applicationUnderstand conditioning, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 8 min
- Target groups and decision contextTask representation: meaning and applicationUnderstand task representation, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 8 min
- Experience researchPsychological safety: meaning and applicationUnderstand psychological safety, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 8 min
- Persuasion and resistanceMicro-commitment and foot-in-the-door: meaning and applicationUnderstand micro-commitment and foot-in-the-door, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 8 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
- Pain points and barriersRole ambiguity and blurred boundaries: meaning and applicationUnderstand role ambiguity and blurred boundaries, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 8 min
- Communication strategyNormalisation of behaviour: meaning and applicationUnderstand normalisation of behaviour, 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
- Communication strategyClaim, evidence, clarification and language anchors: meaning and applicationUnderstand claim, evidence, clarification and language anchors, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 9 min
- Persuasion and resistanceEvidence anchor and proof asset: meaning and applicationUnderstand evidence anchor and proof asset, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 8 min
- Communication strategyMessage matrix: meaning and applicationUnderstand message matrix, its practical use and its limits. Explore the definition, an example and the evidence needed for responsible application. 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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