All of us have seen and probably used coupons before to shop. But how are they preforming these days? We are now in an age of online information for just about everything and coupons are no different. If some brand new scientific research is any indication, it seems that online coupons have a much bigger effect on consumers than print coupons do. A study from NeuroFocus examined consumer responses to coupons both online and printed by analyzing brainwave activity, and combining those findings with others from eye tracking and galvanic skin response measurements.

NeuroFocus, the world’s leading neuromarketing company, announced the results of the first research that examines consumer responses to coupons at the deep subconscious level of the brain. The findings carry significant implications for marketers as coupon use accelerates across many demographics.

“Our research gives companies the first clear understanding of how consumers respond to coupons where it really counts: deep inside their subconscious minds,” said Dr. A. K. Pradeep, CEO of NeuroFocus. “Neuroscience has proven that that is the level where product interest, purchase intent, and brand loyalty are really formed.”

“The fundamental difference between this research and others is that measuring brainwave responses results in factual findings, not interpretations of what consumers say they think or feel about coupons,” Dr. Pradeep said. “As our Chief Science Advisor Dr. Robert Knight, one of the world’s preeminent neuroscientists, explains, ‘the brain makes behavior.’ With these results, companies now know the critical differences in subconscious responses across the categories that determine behavior, so they can make the most fully-informed strategic marketing decisions when it comes to couponing.”

The research looked at metrics like attention, emotional engagement, memory retention, purchase intent, novelty, and awareness. Online coupon success far-exceeded print in each category except for memory retention. In this category, online still came out ahead, but it was closer.

Online coupon sites have seen record traffic in the days of the global financial crisis. I have frequently encouraged the creation and use of coupons as a way for businesses to save their customers’ money and ultimately get their business and customer loyalty.

If you have not seen or tried an online coupon for your business I would advise to keep an eye on this as growth could become very rapid in coming months. Think how you can engage your customers through mobile coupons. Here is an example of a coupon on a local directory site.