Neuromarketing is the science of studying the brain as it reacts to marketing stimuli. The most interesting digital marketing studies through neuromarketing studies use medical equipment is used to track the brain’s responses giving you the highest quality data available. There isn’t a way to “fake” responses yielding inaccurate data.
Using medical equipment can be quite costly so is not always used. In cases where it is not used, consumer behavior is tracked in order to adequately predict future consumer purchases.
Neuromarketing is used in both offline and online marketing research.