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市場調查報告書
商品編碼
1642057

神經行銷：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030）

Neuromarketing - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 114 Pages | 商品交期: 2-3個工作天內

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簡介目錄

神經行銷市場規模預計在 2025 年將達到 17.1 億美元，預計到 2030 年將達到 26.2 億美元，預測期內（2025-2030 年）的複合年成長率為 8.89%。

神經行銷-市場-IMG1

神經科學對於解釋和研究消費者感知具有重要價值，並在增強對消費者行為的預測方面發揮重要作用。神經科學使研究和行銷公司能夠根據客戶期望集中客製化他們的服務。

主要亮點

  • 神經行銷解決方案利用神經科學技術來有效協助行銷環境中消費者資料的處理。人們越來越意識到這些技術帶來的潛在好處，這進一步加速了各種神經行銷解決方案的採用。百事可樂、天氣頻道、eBay 和戴姆勒等領先公司已在其市場研究、進行焦點小組和設計行銷宣傳活動中實施了神經行銷調查方法。
  • 各種供應商正在開發新的技術方法（軟體、應用程式、使用者介面），以使公司能夠了解他們的客戶並為他們提供客製化的行銷方法。金寶湯和菲多利等品牌正在利用神經成像技術重塑其包裝策略。研究表明，顧客對包裝的反應不同，顏色、文字和圖像都會影響他們的購買決定。
  • 領先的公司正在採用神經行銷研究技術，使用功能性磁振造影(fMRI)、腦電圖 (EEG)、眼動追蹤等各種技術來衡量消費行為並確定消費者的購買決策。
  • 隨著許多神經行銷技術的發展，隱私和資料安全可能成為主要問題。這對市場成長是一個限制因素。
  • COVID-19 對神經行銷市場的影響在短期內是巨大的。這是因為準確的分析需要大量的資料樣本。然而，由於全球封鎖使人們只能待在家中，因此實體展示室等實體世界產生的資料急劇下降。此外，由於全球供應鏈中斷，神經行銷系統的製造也受到了輕微影響。

神經行銷市場趨勢

BFSI 垂直終端用戶市場見證顯著成長

  • 從服務角度來看，銀行服務被認為比旅遊和其他休閒更有風險、對消費者的影響更大、更專業，因此更難掌握。
  • 由於許多人使用銀行服務，作為溝通管道之一的銀行網站必須方便用戶使用、傳達清晰的訊息且易於瀏覽。
  • 許多銀行開發的線上和行動應用程式並不適合其用戶。除了與銀行其他服務整合不佳、應用程式故障或應用程式毫無警告地崩潰等典型缺陷外，即使運行良好的應用程式也可能無法考慮到消費者的需求。
  • 神經行銷人員的目標是透過分析線上用戶旅程並了解他們造訪網站或應用程式時的情感體驗來盡可能地減少這種情況。透過培養忠誠度，銀行家可以利用行為科學來增加每個客戶的產品，擴大錢包佔有率，並減少客戶流失。
  • 例如，眼動追蹤是一種神經行銷調查方法，可以顯示消費者如何解讀網站上的資訊，識別可用性問題並顯示銀行網站設計可以改進的地方。

預計北美將佔據最大市場佔有率

  • 由於美國供應商的數量不斷增加且北美終端用戶產業對數位行銷進行了大量投資，北美全球神經行銷產業是全球經濟中最重要的地區之一。此外，美國是所研究領域的市場先驅，在全球範圍內的技術進步中發揮著至關重要的作用。
  • 此外，該地區還擁有許多知名的市場研究公司，例如尼爾森、IQVIA、Kantar、資訊資源公司和益普索，這些公司對市場的成長至關重要。
  • 由於對行銷技術和市場競爭的大量投資，過去幾十年來該地區的消費行為研究經歷了顯著成長。因此，越來越多的研究公司將生理和神經資料納入其標準市場研究中。
  • 美國的 MediaScience 使用一系列神經測量檢測法（包括生物辨識、臉部表情分析、眼動追蹤、反應潛伏期測試和腦電圖）進行實驗室為基礎的受眾研究。近年來，該公司還與 Hulu 合作，探索為社群媒體平台製作的商業廣告的有效性，這些廣告隨後被重新用於電視串流服務。
  • 該地區的市場供應商擴大利用神經行銷策略，從而產生了大量對當地負責人有益的開創性研究。例如，美國公司 Mindshare 的消費者神經科學研究發現，人們會無意識地對手部的特寫鏡頭做出反應，但相機拍攝的距離是有限的。

神經行銷產業概況

神經行銷市場競爭適中，由多家參與者組成。由於新興國家對神經行銷應用的需求不斷成長以及技術進步，少數參與者佔據了大部分市場佔有率。許多公司正在拓展新市場並加強其市場地位。

2023 年 4 月，尼爾森公司有限責任公司（尼爾森消費者神經科學）和 digitalAudience 宣佈在西北歐開展開放網路測量的資料測量合作。尼爾森將把其數位受眾提供的人口統計資料整合到尼爾森身份系統中，為開放網路的尼爾森數位廣告測量提供更廣泛、更準確的測量，將數百萬台設備的數位廣告曝光率和人口統計數據連接起來。

2022 年 9 月，Tobii 將與 HeadVantage 合作，為運動迷和運動員帶來眼動追蹤。此次合作將使體育迷更了解運動員的思考過程，並支持他們在各個領域的訓練和發展。這也將大大改善球迷的體驗。

其他福利：

  • Excel 格式的市場預測 (ME) 表
  • 3 個月的分析師支持

目錄

第 1 章 簡介

  • 研究假設和市場定義
  • 研究範圍

第2章調查方法

第3章執行摘要

第4章 市場洞察

  • 市場概況
  • 產業吸引力－波特五力分析
    • 供應商的議價能力
    • 購買者/消費者的議價能力
    • 新進入者的威脅
    • 替代品的威脅
    • 競爭對手之間的競爭
  • 技術簡介-關鍵推動因素
    • 功能性磁振造影（FMRI）
    • 腦電圖 (EEG)
    • 生物識別
    • 臉部編碼
    • 眼動追蹤
  • COVID-19 產業影響評估
  • 市場促進因素
    • 對先進行銷工具的需求日益增加
    • 智慧型手機和高速網路的普及率不斷提高
  • 市場挑戰
    • 資料安全和政府法規阻礙市場成長

第5章 市場區隔

  • 按最終用戶
    • 銀行、金融服務和保險（BFSI）
    • 零售/消費品牌
    • 市場研究
    • 科學機構
    • 其他最終用戶
  • 按地區
    • 北美洲
      • 美國
      • 加拿大
    • 歐洲
      • 德國
      • 法國
      • 英國
      • 其他歐洲國家
    • 亞太地區
      • 印度
      • 中國
      • 日本
      • 其他亞太地區
    • 世界其他地區

第6章 競爭格局

  • 公司簡介
    • Immersion Neuroscience
    • Merchant Mechanics Inc.
    • Uniphore
    • The Nielsen Company LLC（Nielsen Consumer Neuroscience）
    • Neural Sense（Pty）Ltd
    • NVISO SA
    • Cadwell Industries Inc.
    • Compumedics Limited
    • SR Labs SRL
    • Synetiq Ltd.
    • Mindspeller
    • MindMetriks

第7章投資分析

第8章 市場機會與未來趨勢

簡介目錄
Product Code: 66418

The Neuromarketing Market size is estimated at USD 1.71 billion in 2025, and is expected to reach USD 2.62 billion by 2030, at a CAGR of 8.89% during the forecast period (2025-2030).

Neuromarketing - Market - IMG1

Neuroscience is beneficial in interpreting and studying consumer perceptions and has played a major role in enhancing the behavioral predictions of consumers. Neuroscience allows research firms and marketing companies to concentrate and customize their services according to customer expectations.

Key Highlights

  • Neuromarketing solutions are assisting the process of consumer data in a marketing environment in an extremely effective manner due to the usage of neuroscience techniques. The increasing awareness about the potential benefits offered by these techniques is further driving the adoption of various neuromarketing solutions at a rapid pace. Major companies like PepsiCo, The Weather Channel, eBay, and Diamler have implemented neuromarketing research techniques to conduct market research, run focus groups, and design marketing campaigns.
  • Various vendors are developing new technological approaches (software, applications, and user interfaces) to enable companies to understand their customers and deliver a tailor-made marketing approach. Brands like Campbell's and Frito-Lay have adopted neuroimaging to reimagine their packaging strategy. Studies have revealed that customers react differently to packaging, with color, text, and imagery influencing their purchase decisions.
  • Major companies have implemented neuromarketing research techniques to measure consumer behavior for their respective products to identify the consumer's purchase decision with the help of various technologies, such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye tracking.
  • Privacy and data security can emerge as major concerns in many neuromarketing techniques, as all the data derived after scanning the brain can get leaked and lead to vulnerable situations. This acts as a restraint on the market growth.
  • The impact of COVID-19 on the neuromarketing market was significant in the short run, as for an accurate analysis, a large sample of data is required. However, with people confined to their homes because of the global lockdown, data generated from the physical world, like brick-and-mortar showrooms, were drastically reduced. Also, the manufacturing of neuromarketing systems was slightly affected because the global supply chain was disrupted, and manufacturing facilities were shut down due to regulations imposed by various international governments.

Neuromarketing Market Trends

BFSI End-User Vertical to Grow at a Significant Rate

  • In the context of services, it is possible to judge that banking services are more risky than travel or other forms of leisure, more demanding for consumers to influence, and more difficult to grasp due to their technicality.
  • Since most people utilize banking services, the providers' websites one of the communication channels must be user-friendly, clear in terms of the information being conveyed, and simple to navigate.
  • Numerous banks have developed online and mobile applications that are not tailored to the users. In addition to the typical flaws of shoddy integration with the bank's other services, glitchy apps, or apps that crash without warning, even a well-functioning app may fail to consider the needs of its consumers.
  • By analyzing online user journeys and comprehending the emotional experience a person gets when visiting a website or app, neuro marketers seek to minimize this as much as feasible. By cultivating sentiments of loyalty, banking providers can employ behavioral science to boost products per home, expand wallet share, and lower attrition rates.
  • For instance, eye tracking is a neuromarketing research technique that can show how consumers comprehend the information they view on a website, identify usability issues, and show where there is room for improvement in the design of a bank's website.

North America is Expected to Hold Largest Market Share

  • Due to the rising number of US-based market vendors and large investments in digital marketing made by North American end-user industries, One of the most significant regions in the global economy is North America global neuromarketing industry. Additionally, the US is a market pioneer in the area under study and is important in advancing technology on a global scale.
  • Additionally, the area is home to numerous well-known market research firms that are important to the growth of the market, including Nielson, IQVIA, Kantar, Information Resources Inc., and Ipsos.
  • Due to heavy investment in marketing techniques and brand competitiveness, consumer behaviour studies have experienced tremendous growth in the region over the past few decades. Therefore, more research firms are attempting to include physiological and neurological data into standard market research studies.
  • A source of lab-based audience research, MediaScience is situated in the US and uses a variety of neuro-measures, such as biometrics, facial expression analysis, eye-tracking, response-latency testing, and EEG. In recent years, the business also worked with Hulu to research the effectiveness of commercials made for social media platforms that were later repurposed for the TV streaming service.
  • Market vendors in the area are increasingly using neuromarketing strategies, which has led to a number of ground-breaking studies that are beneficial to local marketers. People unconsciously respond to close-ups of hands, for example, according to consumer neuroscience study by the US-based Mindshare, but there is a limit to how close the camera can approach.

Neuromarketing Industry Overview

The Neuromarketing Market is moderately competitive and consists of several players. Due to the growing demand for neuromarketing applications and technical improvement in emerging economies, a small number of players hold the majority of the market share. Many businesses are expanding their reach into new markets and enhancing their market presence.

In April 2023, the Nielsen Company LLC (Nielsen Consumer Neuroscience) and digitalAudience announced data measurement collaboration for open web measurement in Northwestern Europe, where Nielsen will integrate demographic data provided by the digital audience into the Nielsen Identity System to provide more scope and accuracy in Nielsen's digital ad measurement for the open web, connecting digital impressions to demographics across millions of devices.

In September 2022, Tobii partnered with HeadVantage to bring eye tracking to sports fans and athletes. Through this collaboration, sports fans can better comprehend athletes' thought processes and assist them in their training and improvement across a variety of disciplines. A significant improvement in fan experience will also occur.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Buyers/Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitutes
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Technology Snapshot - Key Enablers
    • 4.3.1 Functional Magnetic Resonance Imaging (FMRI)
    • 4.3.2 Electroencephalography (EEG)
    • 4.3.3 Biometrics
    • 4.3.4 Facial Coding
    • 4.3.5 Eye Tracking
  • 4.4 Assessment of the Impact of COVID-19 on the Industry
  • 4.5 Market Drivers
    • 4.5.1 Increasing Need for Advanced Marketing Tools
    • 4.5.2 Increasing Penetration of Smartphones and High-speed Internet
  • 4.6 Market Challenges
    • 4.6.1 Data Security and Government Regulation Hindering Market Growth

5 MARKET SEGMENTATION

  • 5.1 By End-Users
    • 5.1.1 Banking, Financial Services, and Insurance (BFSI)
    • 5.1.2 Retail/Consumer Brands
    • 5.1.3 Market Research
    • 5.1.4 Scientific Institutions
    • 5.1.5 Other End-Users
  • 5.2 By Geography
    • 5.2.1 North America
      • 5.2.1.1 United States
      • 5.2.1.2 Canada
    • 5.2.2 Europe
      • 5.2.2.1 Germany
      • 5.2.2.2 France
      • 5.2.2.3 United Kingdom
      • 5.2.2.4 Rest of Europe
    • 5.2.3 Asia Pacific
      • 5.2.3.1 India
      • 5.2.3.2 China
      • 5.2.3.3 Japan
      • 5.2.3.4 Rest of Asia Pacific
    • 5.2.4 Rest of the World

6 COMPETITIVE LANDSCAPE

  • 6.1 Company Profiles
    • 6.1.1 Immersion Neuroscience
    • 6.1.2 Merchant Mechanics Inc.
    • 6.1.3 Uniphore
    • 6.1.4 The Nielsen Company LLC (Nielsen Consumer Neuroscience)
    • 6.1.5 Neural Sense (Pty) Ltd
    • 6.1.6 NVISO SA
    • 6.1.7 Cadwell Industries Inc.
    • 6.1.8 Compumedics Limited
    • 6.1.9 SR Labs SRL
    • 6.1.10 Synetiq Ltd.
    • 6.1.11 Mindspeller
    • 6.1.12 MindMetriks

7 INVESTMENT ANALYSIS

8 MARKET OPPORTUNITIES AND FUTURE TRENDS