Neuroforecasting, When Science Mingles With Technology
Between the dark side and the will to know our psychology scientifically
We are entering an era in which neologisms are flowing at a frenetic pace, conveyed by more or less ephemeral viral tendencies. No sooner we begin to contextualize a neologism that we already lag behind the last one, which is the object of the multiple hashtags in vogue.
We focus our energy on behavioral predictions to propose our offer to a clientele that really needs it (hogwash? Marketing isn’t just “evil”… 😉) or to generate an ever more exponential profit #forecasting.
These predictions come from the study of neurosciences (I have already written on the subject here, in french). My goal is not (only) to plague your morale by delivering the sneaky tricks of neuroscience in marketing.
I believe (need to believe, and need you to believe) in ethical marketing, in behavioral actions heading in a healthy direction for us and our future generations, already evident through positive evolutions of this trend that affects our unconscious.
Neuroscience, or psychology at the service of science
I don’t know about you, but these three terms make me vibrate.
Associated together, they make me oscillate between a sincere curiosity to find out more and an apprehension with worrisome gestures #creepy.
Neuroscience is by definition the scientific studies of the nervous system more or less deepened at the biological level #ThanksWiki. Neuroscientists study both cellular and molecular behaviors as well as human reactions and behaviors. They explore human nature intrinsically in order to better tame (manipulate?) us in the fields of finance, medicine, law, technology, Artificial Intelligence, and of course marketing #neuromarketing.
Biology, psychology, and science are thus intimately linked in the study of neuroscience. In particular, brain imaging, including Functional Magnetic Resonance Imaging (fMRI), is used to understand the brain’s underlying functioning. Scientists are getting closer and closer to an ever more precise knowledge of how our memory works: this is where the notions of Machine Learning and Deep Learning come into play.
We can explain Machine Learning as an automatic way of learning and the term of Deep Learning as a component of the Artificial Intelligence that results from Machine Learning. Therefore, Deep Learning is more specific.
I won’t delve into the subject too deeply, but if you’re interested let me know, and I’ll make sure to dedicate a special article to the subjects.
Let’s go back to our memory. Our memory tends to make us more resilient, while constantly being stimulated to become more efficient.
Considering neuroscience is a mix of science, biology, and psychology through new technologies #BigData, it is now more a reality than a trend. Taking an interest in this subject is necessary to use it to your advantage if you are upstream (a random example: a marketer), or to be skeptical about it if you are on the consumer/prospect/patient side.
The key is to understand that our behaviors and ways of thinking are constantly analyzed and deciphered.
Neuroforecasting is the prediction of this type of behavior for a group of people, i.e. anticipating their future actions based on their current behaviors.
When our behaviors become contrary to unpredictability…
You thought you were the spontaneous and unpredictable type? Admit that this is what you like to answer the psycho/personal development tests. You can be that for those around you, but for the Big Data, at the risk of disappointing you; it’s far from being the case.
Our behaviors fit into a pattern that is much more routine than we want to believe (or admit it #EgoEgo).
Let’s face it, sometimes a good little routine is good. In fact, it is an essential marketing argument in the world of sports and nutrition #healthy. Long before the era of Big Data, our good old Baruch Spinoza had already talked about it. It is called “determinism” in philosophy (I deliberately try to touch many spheres for our dear and tender open-mindedness. And why not also to break the predictability of my research? #BreakAlgorithms).
To put it simply, determinism is the fact that an action is necessarily influenced by exogenous facts, with the consequence that we are not masters of our actions even though we are convinced of it. This doctrine implies that freedom is conscious and not real.
Do you see my point?
Not that the concept is new, it is in any case the business model of GAFAs and Big Data today #BigBrotherIsWatchingYou.
What about neuroforecasting ?
We can therefore know our hidden thoughts that usually remain in the shadow of our brain thanks to cutting-edge technology but also through the study of psychology, or the transmission of a message in a certain way to hold the information we want (manipulation or influence? What a good subject).
We scan our brains through our scrollings throughout the web, carefully anticipated by algorithms that care about our recurring tastes. Neuroforecasting is a major contributor to the virality effect on the digital medium. But does this science really do it in a healthy way? Many advertisers are behind the content you read and the ads that embellish it. Neuroforecasting intervenes in the appearance of a current and future feed that corresponds to you thanks to your browsing history; each click is data rigorously highlighted to understand your browsing and buying behavior. Multinationals are increasingly turning to neuroforecasting to identify their prospects and customers, push them to buy and then bring them back so that they fully adhere to the brand. A marketing technique like any other finally. And yet, it is so borderline…
Is it our behaviors that are routine to the point of being robotic, or is there an influence that directs us towards these behaviors?
