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 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.
- 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 a segment code and how do you use it in a target group profile?Learn how segment codes connect target group names, definitions and versions, with practical guidance for translations, updates and reuse across projects.
- 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.
- Pain points and barriersWhat does Other pain point mean in a target group profile?Investigate an additional problem that undermines your target group’s trust. Distinguish the experience, interpretation and relevance to a specific choice.
- Pain points and barriersWhat is emotional pain in a target group profile?Investigate how your target group experiences the main problem. Distinguish emotional pain from drivers, fear and benefit, with examples and scientific sources.
- Solutions and benefitsWhat is the desired situation in a target group profile?Describe what a better situation looks like for your target group. Includes examples, research steps and distinctions between goals, solutions and promises.
- 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.
- Solutions and benefitsWhat is an additional benefit in a target group profile?Investigate the additional gain your target group values. With examples, questions about added value and distinctions between a benefit, bonus and repetition.
- Solutions and benefitsWhat is a further benefit in a target group profile?Decide when a third benefit adds value to your target group profile. With examples, research questions and guidance on overlap, context and missing knowledge. 8 min
- Solutions and benefitsWhat is an emotional benefit in a target group profile?Describe your target group’s desired emotional outcome. Compare drivers, pain and benefits with research questions, practical examples and scientific sources. 7 min
- 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
- Persuasion and resistanceWhat are objections in a target group profile?Research what holds your target group back. Distinguish objections, fears and practical constraints with questions, examples and scientific sources. 9 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
- Persuasion and resistanceWhat are incorrect assumptions in a target group profile?Investigate which assumptions your audience holds and when they are incorrect. Includes testing questions, a worked example and original scientific sources. 7 min
- Persuasion and resistanceWhat are costly alternatives in a target group profile?Explore which alternatives your audience considers and their demands on money, time and effort. Includes comparison questions, a calculation and sources. 7 min
- Context and languageWhat are application areas in a target group profile?Describe the tasks and situations in which your audience needs support. Includes research steps, a practical example and original scientific sources. 8 min
- Context and languageWhat are information channels in a target group profile?Investigate where your audience seeks and checks information. Includes channel functions, research steps, a practical example and scientific sources. 8 min
- 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
- Context and languageWhat is tone of voice in a target group profile?Find the communication style that fits your audience and situation. Includes research steps, example wording, a profile template and scientific sources. 9 min
- Buying behaviourWhat does last purchase date (R) mean in a target group profile?Record last purchase date and recency correctly. Includes a worked example, reference dates, missing customer data, a profile template and scientific sources. 9 min
- Buying behaviourWhat is purchase frequency (F) in a target group profile?Calculate purchase frequency with a clear period, counting rule and denominator. Includes examples, missing data, purchase rhythm and scientific sources. 9 min
- Buying behaviourWhat is average order value (M) in a target group profile?Calculate average order value with clear amounts and order selection. Includes VAT, returns, a worked example, missing data and scientific sources. 9 min
- Buying behaviourWhat is a preferred channel in a target group profile?Investigate how your target group prefers to decide or buy. Distinguish preference, information channels, actual use and required routes, with examples. 8 min
- 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 scoresWhat is a BAS score in a target group profile?What does a BAS score mean? Explore its subscales, scientific origins and use in target group profiles, with clear measurement guidance and examples. 7 min
- Neuropsychological scoresWhat does delay discount rate (k) mean in a target group profile?What does delay discount rate k mean? Learn how to record time preference with the model and time unit, including sources and a clear worked example. 7 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
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.
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