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市場調查報告書

商品編碼

1702406

全球神經行銷市場 - 2025-2032

Global Neuromarketing Market- 2025-2032

出版日期: 2025年04月10日 | 出版商:

DataM Intelligence | 英文 180 Pages | 商品交期: 最快1-2個工作天內

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簡介目錄

2024 年全球神經行銷市場規模達到 17.4 億美元，預計到 2032 年將達到 35.2 億美元，在 2025-2032 年預測期內的複合年成長率為 9.21%。

全球神經行銷市場正在經歷加速發展勢頭，尤其是在北美，那裡的公司正在大力投資基於神經科學的工具來最佳化廣告策略。根據 Neurons Inc. 的資料，領先品牌擴大使用腦電圖和眼動追蹤等基於神經的方法來測試廣告中的參與度、情緒反應和記憶力。

例如，Neurons 的研究表明，影院廣告比其他平台更能引起品牌回憶，幫助行銷人員在分散注意力的數位環境中提高故事敘述的精確度。臉部編碼和 GSR 等技術也正在針對跨平台活動進行改進，從而實現細緻的受眾細分。

神經行銷市場趨勢

2025 年影響神經行銷市場的一個獨特趨勢是轉向特定平台的創意策略。 Neurons Inc. 的研究表明，垂直廣告格式與以產品為中心的敘述相結合時效果優於其他格式，而複雜的故事敘述在水平格式中更有效。此外，行動注意力持續時間的縮短（從 2018 年的 3.4 秒縮短到 2025 年的 2.2 秒）促使人們採用神經行銷工具來在幾毫秒內吸引觀眾的注意力。這一轉變標誌著從廣義的活動測試到基於神經反應的微最佳化內容傳遞的關鍵演變。

全球神經行銷市場動態

情感人工智慧和多模態生物特徵分析的進步增強了即時消費者洞察的生成

由於即時生物特徵分析和情緒人工智慧，神經行銷市場正經歷著巨大的發展勢頭，這使得行銷人員能夠了解消費者深層潛意識的反應。像 Neurons Inc. 這樣的平台現在將臉部編碼、眼動追蹤、腦電圖、情緒分析和預測人工智慧整合到單一系統中，以立即評估廣告效果和情感共鳴，從而大幅縮短反饋週期，同時保持科學嚴謹性。

Neurons AI 提供情感驅動的預測分析，模擬內容在發布之前被感知的方式，使品牌能夠提前微調創意，以獲得最大的情感影響。尼爾森也強調，生物感測器和腦電波監測等神經科學工具可以更準確地洞察消費者對廣告的情感反應——通常優於傳統的基於調查的方法，因為後者往往會受到合理化或有偏見的答案的影響。

神經影像技術在商業應用中的高成本和倫理問題

高成本和道德複雜性是神經行銷中更廣泛應用神經影像技術的重大障礙。 EEG、fMRI 和生物特徵掃描等技術需要專門的設備、訓練有素的人員和受控的環境，這使得實施需要大量資源，尤其是對於較小的公司。

據 Neurons Inc. 稱，這使得神經行銷比傳統研究方法昂貴得多。此外，關於神經隱私的倫理問題——尤其是使用潛意識資料來影響消費者行為——引發了關於同意和操縱的警告。美國國立衛生研究院強調知情同意、公平和風險收益平衡在涉及人類參與者的研究中的重要性，並強調在商業神經行銷應用中需要更嚴格的道德框架

The global neuromarketing market is witnessing accelerated momentum, particularly in North America, where companies are heavily investing in neuroscience-based tools to optimize advertising strategies. According to data from Neurons Inc., leading brands increasingly use neuro-based methods like EEG and eye-tracking to test engagement, emotional response, and memory retention in ads.

For instance, Neurons' studies show that cinema ads lead to stronger brand recall than other platforms, helping marketers enhance storytelling precision in a distracted digital landscape. Techniques like facial coding and GSR are also being refined for cross-platform campaigns, enabling nuanced audience segmentation.

Neuromarketing Market Trend

A unique trend shaping the neuromarketing market in 2025 is the shift toward platform-specific creative strategies. Research by Neurons Inc. revealed that vertical ad formats outperform others when paired with product-focused narratives, while complex storytelling is more effective in horizontal formats. Additionally, shrinking mobile attention spans-down from 3.4 seconds in 2018 to just 2.2 seconds in 2025-have spurred the adoption of neuromarketing tools to capture viewer focus within milliseconds. This transition marks a key evolution from generalized campaign testing to micro-optimized content delivery based on neuro-responsiveness.

Global Neuromarketing Market Dynamics

Advancements in Emotion AI and Multimodal Biometric Analytics Enhancing Real-Time Consumer Insight Generation

The neuromarketing market is experiencing significant momentum due to real-time biometric analytics and emotion AI, which allow marketers to access deep, subconscious consumer responses. Platforms like Neurons Inc. now integrate facial coding, eye-tracking, EEG, sentiment analysis, and predictive AI into single systems to evaluate ad performance and emotional resonance instantly-dramatically shortening feedback cycles while preserving scientific rigor.

Neurons AI offers emotion-driven predictive analytics that simulate how content will be perceived before its release, enabling brands to fine-tune creatives in advance for maximum emotional impact. Nielsen also highlights that neuroscience tools such as biometric sensors and brainwave monitoring deliver more accurate insights into how consumers emotionally respond to ads-often outperforming traditional survey-based approaches, which tend to be influenced by rationalized or biased answers.

High Cost and Ethical Concerns Associated with Neuroimaging Technologies in Commercial Applications

High costs and ethical complexities are significant barriers to the broader adoption of neuroimaging technologies in neuromarketing. Techniques like EEG, fMRI, and biometric scanning require specialized equipment, trained personnel, and controlled environments-making implementation resource-intensive, particularly for smaller firms.

According to Neurons Inc., this makes neuromarketing substantially more expensive than traditional research methods. Moreover, ethical concerns about neuroprivacy-especially the use of subconscious data to influence consumer behavior-raise red flags about consent and manipulation. The NIH underscores the importance of informed consent, fairness, and risk-benefit balance in research involving human participants, reinforcing the need for stricter ethical frameworks in commercial neuromarketing applications

Segment Analysis

The global neuromarketing market is segmented based on technology, application, end-user and region.

Functional Magnetic Resonance Imaging (fMRI) Segment Driving Neuromarketing Market

Functional Magnetic Resonance Imaging (fMRI) in neuromarketing is gaining significant traction due to its unparalleled ability to map brain responses in high spatial detail. At the National Institute of Mental Health's FMRIF facility, the deployment of advanced 7T MRI scanners has enhanced researchers' capability to explore the neurological underpinnings of consumer decision-making. With NIH's Laboratory of Functional and Molecular Imaging (LFMI) focusing on developing ultra-high field MRI technologies like 11.7T animal scanners and 7T human scanners.

The advancements not only contribute to academic neuroscience but have direct commercial implications. Companies are increasingly collaborating with institutions utilizing these high-resolution scanners to decode consumer reactions to branding, packaging, and advertising at a neurological level. As the NIH scales efforts in molecular and neural imaging-especially around cognitive and behavioral research-fMRI remains a cornerstone in delivering actionable insights for product optimization and campaign effectiveness across the neuromarketing space

Geographical Penetration

Rising Demand for Neuromarketing in North America Driven by Predictive Consumer Analytics and EEG-Based Advertising Optimization

The demand for neuromarketing in North America is accelerating due to its integration with AI and the increasing need for real-time consumer behavior analytics. According to Neurons Inc., US companies are using neuroscience-based tools at scale to predict consumer reactions with up to 90% accuracy in digital advertising environments, highlighting the growing dependence on predictive attention models and biometric testing in marketing campaigns. The rise of such tools is especially prominent in sectors like e-commerce and streaming.

Additionally, Nielsen reports that neuromarketing techniques such as EEG-based copy testing are being widely adopted to evaluate emotional engagement, memory activation, and viewer attention in TV and digital ads. This allows marketers to optimize 15-second ads over traditional 30-second formats based on real-time brainwave analysis, indicating a shift toward neuroscience-validated media strategy across North America. This strategic shift is being adopted by global brands, emphasizing North America's central role in advancing neuromarketing technology.

Technology Analysis

Technological advancement in the neuromarketing market is being driven by innovations in non-invasive neuroscience tools that measure subconscious consumer behavior. Affectiva, a pioneer in Emotion AI, has developed a calibration-free eye-tracking system that enhances attention measurement using standard webcams-streamlining data collection and reducing survey disruption significantly. This technology is already trusted by 90% of the world's largest advertisers and is integrated with facial emotion recognition for deeper behavioral insights.

Similarly, Neurons Inc. uses EEG-based brain scanning, eye-tracking, facial coding, and galvanic skin response (GSR) to map emotional and cognitive reactions to marketing stimuli. These tools help marketers assess memory retention, attention levels, emotional resonance, and even stress through physiological signals like heart rate and pupil dilation, allowing real-time optimization of advertisements and product placements. These innovations underscore the shift toward data-driven, emotion-aware marketing strategies grounded in cognitive science.

Competitive Landscape

The major global players in the market include Merchant Mechanics, Inc., Immersion Neuroscience, Buyology Inc., Uniphore Technologies Inc., Neural Sense (Pty) Ltd, Affectiva, Cloud Army Network Inc., Nielsen Consumer LLC, Neurons Inc., and BrainSigns SRL.

Key Developments

In April 2023, Cadwell Industries, Inc., a global leader in neurodiagnostic and neuromonitoring solutions, today announces the US launch of Arc Voyager, a remote monitoring solution for wireless In-Home EEG.
In July 2022, Tobii, the global leader in eye tracking and pioneer of attention computing, announced its innovative eye tracking technology will be featured in the upcoming PlayStation VR2 headset. "PlayStation VR2 establishes a new baseline for immersive virtual reality (VR) entertainment and will enable millions of users across the world to experience the power of eye tracking," stated by Anand Srivatsa, Tobii CEO. "

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Target Audience 2024

Manufacturers/ Buyers
Industry Investors/Investment Bankers
Research Professionals
Emerging Companies

1. Methodology and Scope

1.1. Research Methodology
1.2. Research Objective and Scope of the Report

2. Definition and Overview

3. Executive Summary

3.1. Snippet by Technology
3.2. Snippet by Application
3.3. Snippet by End-User
3.4. Snippet by Region

4. Dynamics

4.1. Impacting Factors
- 4.1.1. Drivers
  - 4.1.1.1. Advancements in Emotion AI and Multimodal Biometric Analytics Enhancing Real-Time Consumer Insight Generation
- 4.1.2. Restraints
  - 4.1.2.1. High Cost and Ethical Concerns Associated with Neuroimaging Technologies in Commercial Applications
- 4.1.3. Opportunity
- 4.1.4. Impact Analysis

5. Industry Analysis

5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. Technology Analysis
5.6. Industry Trend Analysis
5.7. DMI Opinion

6. By Technology

6.1. Introduction
- 6.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 6.1.2. Market Attractiveness Index, By Technology
6.2. Functional Magnetic Resonance Imaging (fMRI)*
- 6.2.1. Introduction
- 6.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
6.3. Electroencephalography (EEG)
6.4. Eye Tracking
6.5. Biometrics
6.6. Positron Emission Tomography (PET)
6.7. Others

7. By Application

7.1. Introduction
- 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 7.1.2. Market Attractiveness Index, By Application
7.2. Advertising Testing*
- 7.2.1. Introduction
- 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Product Packaging Design
7.4. Branding and Positioning
7.5. Pricing and Product Features
7.6. Customer Experience/User Experience (CX/UX)
7.7. Market Research and Consumer Behavior Studies
7.8. Retail and Shopper Experience Optimization
7.9. Others

8. By End-User

8.1. Introduction
- 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 8.1.2. Market Attractiveness Index, By End-User
8.2. Consumer Goods*
- 8.2.1. Introduction
- 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. Healthcare & Pharmaceuticals
8.4. Financial Services
8.5. Telecommunications
8.6. Food & Beverage
8.7. Automotive
8.8. Others

9. By Region

9.1. Introduction
- 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Region
- 9.1.2. Market Attractiveness Index, By Region
9.2. North America
- 9.2.1. Introduction
- 9.2.2. Key Region-Specific Dynamics
- 9.2.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 9.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 9.2.5. Analysis and Y-o-Y Growth Analysis (%), By End-User
- 9.2.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 9.2.6.1. US
  - 9.2.6.2. Canada
  - 9.2.6.3. Mexico
9.3. Europe
- 9.3.1. Introduction
- 9.3.2. Key Region-Specific Dynamics
- 9.3.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 9.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 9.3.5. Analysis and Y-o-Y Growth Analysis (%), By End-User
- 9.3.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 9.3.6.1. Germany
  - 9.3.6.2. UK
  - 9.3.6.3. France
  - 9.3.6.4. Italy
  - 9.3.6.5. Spain
  - 9.3.6.6. Rest of Europe
9.4. South America
- 9.4.1. Introduction
- 9.4.2. Key Region-Specific Dynamics
- 9.4.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 9.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 9.4.5. Analysis and Y-o-Y Growth Analysis (%), By End-User
- 9.4.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 9.4.6.1. Brazil
  - 9.4.6.2. Argentina
  - 9.4.6.3. Rest of South America
9.5. Asia-Pacific
- 9.5.1. Introduction
- 9.5.2. Key Region-Specific Dynamics
- 9.5.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 9.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 9.5.5. Analysis and Y-o-Y Growth Analysis (%), By End-User
- 9.5.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 9.5.6.1. China
  - 9.5.6.2. India
  - 9.5.6.3. Japan
  - 9.5.6.4. Australia
  - 9.5.6.5. Rest of Asia-Pacific
9.6. Middle East and Africa
- 9.6.1. Introduction
- 9.6.2. Key Region-Specific Dynamics
- 9.6.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Technology
- 9.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 9.6.5. Analysis and Y-o-Y Growth Analysis (%), By End-User

10. Competitive Landscape

10.1. Competitive Scenario
10.2. Market Positioning/Share Analysis
10.3. Mergers and Acquisitions Analysis

11. Company Profiles

11.1. Merchant Mechanics, Inc.*
- 11.1.1. Company Overview
- 11.1.2. Product Portfolio and Description
- 11.1.3. Financial Overview
- 11.1.4. Key Developments
11.2. Immersion Neuroscience
11.3. Buyology inc.
11.4. Uniphore Technologies Inc.
11.5. Neural Sense (Pty) Ltd
11.6. Affectiva
11.7. Cloud Army Network Inc.
11.8. Nielsen Consumer LLC
11.9. Neurons Inc.
11.10. BrainSigns SRL

LIST NOT EXHAUSTIVE