Situation of Neuromarketing Consulting in Spain.

Marian Núñez-Cansado,Aurora López López,David Caldevilla Domínguez

doi:10.3389/fpsyg.2020.01854

Marian Núñez-Cansado, Aurora López López + Show 1 more

Open Access

https://doi.org/10.3389/fpsyg.2020.01854

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Abstract

The latest research in Spain indicates that the most advanced neuromarketing consulting companies in the sector are those that have been able to innovate in the development of their own technologies and methodologies. Despite their reduced volume of business compared to total investment in marketing and market research in our country, there are signs that suggest these companies have great potential to improve this sector, which is still to be explored. For this reason, this research straddling the ethnographic method and the theoretical–descriptive method aims to help us better understand the characteristic features of this sector by actively listening to the professional voices that lead it. Its epistemological value lies in its contribution to understanding the business culture related to the professional development of neuromarketing in our country today. The study shows that the main human resources strategy of neuromarketing consulting companies is based on the creation of multidisciplinary work teams. In addition, most of them develop data analysis software, which they can safeguard under various types of copyright, and on other occasions they manage to patent them, to later apply them to the objectives and purposes of their company. This would also explain the widespread use of certain procedures and resources by the vast majority of the consulting companies investigated. Thus, the trend in the market is the implementation of different synchronization software to the available technological and methodological resources. Others have even gone so far as to create a new technological support to incorporate methodologies already in use. Therefore, this gives them exclusivity in their services and the necessary competitive advantage over their competitors. Among other factors, these inferences about how this sector really works are very likely to be very useful in the academic field, which will constitute a further step in generating critical thinking and in expanding the frontiers of knowledge around this discipline.

Highlights

In recent years, neuromarketing has become a useful market research tool for small and large advertisers, who see this discipline as a new way to reach the consumer with more precision and that allows them to implement marketing strategies with better effectiveness
The primary focus of the study is the analysis of the responses of implicit processes to marketing stimuli, using neuroscience methods that make available to the researcher techniques for the study of cortical activity in terms of frequency and real time, providing a better understanding of the human brain and the cognition of the human being, eliminating possible biases that distort the research results. It is an innovative field of research that has come to challenge the classic model of marketing research, offering better results in understanding the client’s affective and cognitive impulses, vital in decision making (Lobna Ben Nasr University of Carthage, 2014). It should be considered, to be fair, that the use of psychophysiological techniques applied to the consumer research is long before the appearance of the term neuromarketing
The first filter starts in Google with a word search: “neuromarketing consulting company,” which gives a total result of 15 companies related to this kind of service

Summary

Introduction

In recent years, neuromarketing has become a useful market research tool for small and large advertisers, who see this discipline as a new way to reach the consumer with more precision and that allows them to implement marketing strategies with better effectiveness.Neuromarketing, as a field of study, can be defined as the application of neuroscientific methods to analyze and understand human behavior in relation to the markets and marketing exchangesConsultoría de Neuromarketing en España (Lee et al, 2007). The primary focus of the study is the analysis of the responses of implicit processes to marketing stimuli, using neuroscience methods that make available to the researcher techniques for the study of cortical activity in terms of frequency and real time, providing a better understanding of the human brain and the cognition of the human being, eliminating possible biases that distort the research results It is an innovative field of research that has come to challenge the classic model of marketing research, offering better results in understanding the client’s affective and cognitive impulses, vital in decision making (Lobna Ben Nasr University of Carthage, 2014). Methodologies like pupillometry, the galvanometer, or electroencephalography (EEG; Wang and Menor, 2008) were used in the early 1970s in the study of viewers and consumers (Krugman, 1971), the advantage of the usage of these techniques was not contemplated until the arrival of the 21st century

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