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 is a compelling customer voice in a target group profile?Express your target group’s central tension in one recognisable sentence. Distinguish quotations, synthesis and hypotheses with examples and scientific sources. 9 min
Categories
The knowledge base is organised in categories, from basics to depth.
Target groups and decision context
6 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
2 articles
Motivation and drivers
3 articles
Pain points and barriers
5 articles
Solutions and benefits
7 articles
Persuasion and resistance
7 articles
- 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?
- What are incorrect assumptions in a target group profile?
Context and language
4 articles
Buying behaviour
4 articles
Neuropsychological scores
4 articles
All articles
Search all published articles or filter by category.
- Neuropsychological scoresWhat is a BIS score in a target group profile?What does a BIS score mean? Explore Gray, revised theory, questionnaires and target group profiling, with original sources and clear documentation rules. 8 min
- Neuropsychological scoresHow do you interpret BIS and BAS together in a target group profile?How do you interpret BIS and BAS together? Learn to record separate scores, joint patterns and communication hypotheses, with sources and an example. 7 min
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.
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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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