Felipe Jaramillo of NeuroFocus: Neuromarketing no longer a promise – it’s a reality

Felipe Jaramillo, general manager of NeuroFocus LatAm, conversed with PRODU about the importance of neurological analysis in brand marketing strategies.“Neuromarketing was invented 10 years ago in California and NeuroFocus was the company that developed all its science and methodology. The response has been incredible – what began as a small outfit just 10 years ago is today a global corporation with offices in many countries around the world. We work with most brands globally, with our main efforts focused on the United States, Europe, Asia and Latin America,” Jaramillo said.An example of NeuroFocus expansion is seen in the Colombian market, where it has been operating for three years and currently works with 80 percent of the top marketing companies, testing brands and products.“Neuromarketing is no longer a promise – it’s a reality, a methodology used by today’s brands and marketing teams. The worst mistake modern marketing makes is to ignore the importance of segmentation by gender. We often focus on segmentation by socioeconomic level or by geographic location, but we forget that the most important dimension of all is gender,” Jaramillo said. This science tells us that the brains of men and women are radically different and that those differences have an enormous influence on the way each one responds to the stimuli of marketing and advertising.