Neuromarketing in the Metaverse

It is Summer 2024 and we have all probably experienced, to a greater or lesser extent, user experiences in the metaverse, which we can define as “A post-reality universe, a perpetual and persistent multi-user environment that merges physical reality with digital virtuality. It is based on the convergence of technologies, such as virtual reality (VR) and augmented reality (AR), which enable multi-sensory interactions with virtual environments, digital objects and people. The metaverse is therefore an interconnected network of immersive and social environments on persistent multi-user platforms”.

Metaverse Market size was valued at around USD 63.45 Billion in 2022 and is expected to rise from USD 86.31 Billion in 2023 to reach a value of USD 803.29 Billion by 2031, at a CAGR of 39.68% over the forecast period (2024-2031)

In general, we can say that there are two types of metaverse. The centralized ones, which correspond to those that have been developed by a company, where the company controls all aspects of its virtual world. One example is Meta, where the giant Facebook is behind all the development and has total control over the virtual environment. The other type, the decentralized ones, are based on blockchain, so there is no owner who controls all aspects.

In cosmetics, we are seeing very interesting trends emerging in the metaverse. Many industries and brands are developing a boom in AI-driven virtual assistants. The minds of virtual avatars are controlled by generative AI, designed to understand and answer complex queries, providing real-time information, guidance and support within the metaverse.

Intelligent virtual assistants can also leverage machine learning-driven algorithms to adapt and learn from interactions with users, anticipate their needs, provide personalized recommendations and continuously improve.

One company recently launched two avatar-inspired perfumes that promise to convey the scent of the metaverse and have a QR code on the packaging that transports users to a metaverse to maximize the experience. On the other hand, cosmetic dermatology is finding significant benefits in the metaverse. In July this year, the portal Cosmeticdesign.com published an interesting article telling how a well-known cosmetic company was the first beauty brand to test real-world commerce on Roblox, as the virtual shopping experience offers physical objects to the consumer as a counterpart to virtual items.

Because of these developments, we can see that marketing is in a moment of profound transformation, driven by the emergence of the metaverse. This virtual universe presents endless possibilities for brands looking to connect with their consumers in an immersive and innovative way. However, understanding the emotions and behaviors of users in these virtual environments is a challenge that requires new tools and methodologies.

In this context, neuromarketing is developing new strategies to decipher the keys to human behavior in the metaverse. Techniques such as electroencephalography (EEG), functional magnetic resonance imaging (fMRI) and eye-tracking can be used to study users’ emotional and cognitive responses to virtual stimuli, such as avatars, landscapes, advertisements and interactive experiences. These new applications are opening the door to exciting new trends:

Neuroaesthetics of the metaverse: This area focuses on the study of how the aesthetic elements of virtual environments, such as colours, shapes, textures and compositions, influence users’ emotions and behavior.

Neurogaming and marketing: Neuromarketing applied to video games within the metaverse allows us to analyze the motivations, preferences and emotional reactions of players to different mechanics, designs and narratives.

Neuroadvertising in virtual and augmented reality: Neuromarketing techniques are used to evaluate the effectiveness of advertisements and advertising campaigns in immersive environments, measuring the attention, recall and emotional response of users.

Sensory neuromarketing in the metaverse: Analysis of the sensory responses (sight, hearing, touch, smell and taste) of users in the metaverse allows brand experiences to be optimised, creating more attractive and memorable environments.

Avatar neurodesign: New methodologies to understand how users perceive and identify with their virtual avatars, allowing brands to create designs that generate greater emotional connection.

Applications of Sensory Analysis in the Metaverse:

Olfactory marketing: The diffusion of specific aromas in virtual environments can influence users’ moods, emotions and purchasing preferences.

Taste marketing: Simulation of flavours through augmented reality devices or interfaces can be used to create unique dining experiences in the metaverse.

Tactile marketing: Incorporating textures and vibrations into virtual objects allows users to interact with products and environments in a more sensory and realistic way.

Ethical considerations in metaverse neuromarketing.

Data privacy: It is crucial to ensure the protection of users’ neural data collected in the metaverse, establishing clear security and consent protocols.

Transparency and disclosure: Brands must be transparent about the use of neuromarketing techniques in the metaverse, informing users in a clear and accessible way.

Prevention of manipulation: It is essential to avoid the use of neuromarketing to manipulate or deceive users in their purchasing decisions.

Neuromarketing and sensory analysis are positioned as indispensable tools to understand human behavior in the metaverse. By deciphering the emotions and preferences of users in these virtual environments, brands can create more attractive, memorable and effective experiences, thus boosting their positioning and sales in the new digital universe.

The metaverse is already underway, but its full development remains to be seen. The future of the metaverse will depend on the ability to overcome technological challenges, address privacy and security concerns, and create engaging and accessible experiences for users.