Navigating the Neuromarketing Landscape: Valuable Insights for Businesses in a Post-Pandemic World

Abstract

ABSTRACT Neuromarketing disrupted the marketing research landscape by offering profound insights to the businesses. These insights guide strategic marketing decisions like product design, branding, and communication. However, businesses are still skeptical about integrating neuromarketing into their marketing research strategies. The reason for such skepticism may be certain misconceptions. One such misconception is that neuromarketing is a difficult and expensive marketing research tool. Another misconception is whether neuromarketing is a mere gimmick or an intuitive marketing research method. To address these pertinent misconceptions, the present study conducts qualitative in-depth interviews with neuromarketing experts from eleven countries. The study then subjects interview transcripts to thematic analysis. Through this analysis, the study contributes to the extant literature and provides notable practical insights to businesses, marketing research companies, and independent neuromarketers.