Cross-Cultural Marketing Research: Neuromarketing and In-Depth Interview

Abstract

What the customers really feel? This question is critical for formulating competitive marketing strategies. Significance of marketing is out of any doubts. Companies worldwide spend trillions of dollars each year on advertising, marketing, and product R&D. For decades advertisers, marketers, and product developers are making an effort to apply social psychology to discover the tools to tap into the consumer's brain. Some marketers believe that most of biases occur because of responses changed by the customer's conscious mind. Development of technology gives a wide range of opportunities for the new generation marketing research. New point of view most times gives an advantage in the marketing field. It helps to develop creative strategies. For decades, marketing researchers tried to find out an excellent answer using various methods such as focus groups, surveys and so on; sometimes asking consumers directly and sometimes applying an indirect approach, such as choice-based conjoint. But, neither method is foolproof. In the frame of this paper we will discuss some weak points of neuromarketing by demonstrating results of our research and give suggestions toward gaining more precise data. The primary data from Turkey, Czech Republic and Russia were collected using in-depth interviews. Interviews were conducted among 17 Turkish, 25 Czech and 7 Russian, using simple random sampling technique. For the purpose of our research we have used Conceptual analysis of the data gained. In result, we have identified common for each ethnic group patterns. They are Cleanness for Turkey, Nature for Czech Republic and Heat for Russia. Applying suggested data-gaining method allows researches to have more creative point of view toward customers' real feelings.