Neuromarketing is a science that analyzes how emotions affect the mental processes that lead consumers to purchase a certain product, observing what happens to the brain in the presence of certain stimuli.
Neuromarketing verifies the correctness of a hypothesis, it does not create it.
Marketing must therefore formulate the right hypotheses to analyze, taking into account the unexpressed needs of its customers and the other variables that come into play in communication ( media, context, packaging, fruition time).
Prof. Francesco Gallucci
It is not difficult to understand that research always begins with qualitative research.
It is an exploratory research that identifies subjective and emotional aspects relevant to the decision-making process regarding products, services, concepts, image, communication market, etc. It is a very information-rich approach, able to identify opinions, expectations and motivations in a deeper way, allowing knowledge, understanding and interpreting certain customer behaviors, not customers, former customers, market and competition. It is a very favorable way to generate insights.
Neuromarketing takes shape when it comes to validating an insight, or a set of needs felt by the target and may concern different activities such as
campaign pre and post tests, the verification of key insight, and below and above the line activities, including online activities ( Web sites, social ecc.
To complete a research study with a scientific method, we collaborate with the Iulm University of Milan https://www.brainlabiulm.com/ the neuromarketing laboratory coordinated by prof. Vincenzo Russo.
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