Market Research Tool Research Articles

Umetna inteligenca v modni in oblačilni industriji

In recent times, there has been significant interest in incorporating artificial intelligence (AI) in the fashion and apparel industry, as it has the ability to bring about significant transformations across different aspects of the sector. This comprehensive review offers a systematic examination of current AI applications in fashion, and discusses implications and future opportunities. The study investigates AI uses in the sector, with a focus on virtual try-on technology, personalized recommendations, AI-driven design and supply chain optimization. This analysis explores the benefits and constraints of these applications, and is supported by real-world case studies showcasing successful deployments. The review examines how AI influences consumer insights and market trends, and highlights the effectiveness of sentiment analysis and social media monitoring as tools for understanding consumer preferences and the shaping of brand perception. It also emphasizes AI's role in analysing market trends, enabling the identification of emerging fashion trends through AI-driven market research tools. This study provides a glimpse into future possibilities and advancements AI can introduce to fashion, including potential integration with augmented reality (AR), innovative applications in fashion shows and events, and the potential to revolutionize traditional business models. This review consolidates primary findings on the introduction of AI in the fashion and apparel sector, and emphasizes AI's potential to enhance consumer experiences, sustainability practices and market efficiency.

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

ABSTRACT Purpose: There has been a significant rise in usage of neuromarketing for conducting marketing research, but a large number of businesses are still skeptical about integrating such methods into their marketing research toolkit. 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 insightful marketing research method. Hence, this study explores the present stance of neuromarketing and its pertinent misconceptions. Methodology: The 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 divulges three themes and eight subthemes related to the present stance of neuromarketing and its pertinent misconceptions. Findings: The study divulges three notable findings. First, the present stance of neuromarketing highlights the growth and importance of neuromarketing methods in the marketing research industry. It also demonstrates the application of neuromarketing in making strategic marketing decisions. Second, the study clarifies that factors such as the elongated learning curve, complexities, adaptation, and economic considerations hinder neuromarketing adoption. Third, the study clarifies that neuromarketing is not a gimmick and expounds on the value and efficacy of neuromarketing methods in conducting marketing research studies. It also outlines the importance of combating bogus neuromarketing consultants who negatively impact the perception of neuromarketing among businesses, consumers, and regulatory bodies. Research implications: This study undertook the initiative to procure primary qualitative data through in-depth interviews to provide first-hand perspectives into what experts in the marketing research industry think about the present stance of neuromarketing and its pertinent misconceptions. It builds upon existing literature on the present stance of neuromarketing, which largely relies on secondary data. The study also extends prior literature on neuromarketing by highlighting the need for specialized expertise, the necessity for considering ethical considerations, and the need for cost-effective solutions. Besides this, the contribution of this study also aligns with the prior discussions on evolving methodologies in consumer behavior research. Practical implications: This study implies that neuromarketing enables businesses to make informed strategic marketing decisions, anticipate marketing trends, and foster sustainable growth. Businesses must allocate substantial resources to hire marketing research companies or third-party neuromarketing consultants. However, before making such investments, businesses should thoroughly evaluate the reliability and validity of claims made by neuromarketing consultants and marketing research companies. Due to the complexities and stringent ethical regulations, it is essential to collaborate exclusively with reputable marketing research firms or independent neuromarketing consultants with a proven track record of success. Originality/Value: Contrary to the prior studies based on secondary data, this study leverages primary qualitative data to explore the present stance of neuromarketing and its pertinent misconceptions. The study emphasizes misconceptions hindering the adoption of neuromarketing, which was primarily left unexplored in the extant literature. In this way, the study creates unprecedented value for businesses, marketing research companies, regulatory bodies, and independent neuromarketers.

Methodological Issues in the Study of Place Marketing in Small Villages

Abstract Research purpose. Natural and economic changes in recent years have led Hungary to emphasise boosting domestic tourism. There has also been an increase in property prices in settlements near large cities, indicating an increase in the number of people wishing to settle there. These effects are putting increasing demands on municipalities, and municipal administrations need economic, management and marketing skills that are often lacking in the administration of Hungarian cities. In our previous systematic literature review, we identified four clusters of literature on publications in place marketing and place management published between 2018 and 2022. The present research aims to discuss the methodologies related to the research themes in each cluster. We aim to explore the research methods associated with each cluster and highlight the potential of methods that may have yet to be used. Our study aims to develop a methodological model that shows which areas are coupled with which methods and which ones could be used to extend research in the future. Design / Methodology / Approach. Our research is meticulously grounded in a thematic clustering of literature selected from two reputable databases, WoS and Scopus. We conducted a systematic methodological analysis from this database, ensuring a comprehensive and unbiased view of the research landscape. We categorised the articles into thematic and methodological groups, revealing the research methods employed by the authors in each cluster. This rigorous analysis culminated in the development of a conceptual model, which provides an easily interpretable overview for future researchers. Findings. Our results show that the research that emerges in each cluster is mainly investigated by researchers who use traditional marketing research tools. Particular emphasis is placed on interview and questionnaire research methods, as well as content analysis in the online space. Little space is given to other non-traditional methods that may also be useful. There is no correlation between the different areas and research methods. Researchers do not adapt their methodology to the field of study; instead, the methodological background of the research is determined by the problem at hand, their research framework, or their methodological knowledge. Originality / Value / Practical implications. The methodological extension based on our study's results and the model allows researchers to move away from the most common and traditional methods of investigation and explore the field from a new perspective and with new methods. As a result of this new approach, it is possible to explore and interpret new types of results.

Consumer flash fiction: A methodology to support the early sensing of far-future innovation opportunities

Consumer-centered innovation with a far-future time frame is challenging because of the ineffectiveness of traditional market research tools in that context. Drawing on scholarly research that has identified creative action as a means of capturing the visionary knowledge of non-experts in scenario development, we propose consumer flash fiction as a methodology that allows firms to access consumer visions about the far future. Flash fiction stories are very short science fiction stories of 150-300 words and flow-written by non-experts in workshops designed specifically for that purpose. However, we find that the involvement of non-experts such as consumers in scenario development is rare. This limits our understanding about the type(s) of insights that farfuture flash fiction-based consumer scenarios can provide to strategists during the early opportunity sensing phase of innovation. To address this gap, we present and analyze the outcomes of three studies that collected about 859 consumer flash fiction stories on different far-future topics. In addition, we contribute to the conceptualization of the so-far lacking understanding of the complementarity between the traditional expert opinion-based science fiction scenario development approaches and consumer flash fiction.

Neuromarketing: a Tool to Understand Consumer Behaviour

This paper studies the concept of neuromarketing in consumer behaviour, emphasising the fact that consumers are not entirely rational in their decision-making process, because emotions influence their behaviour. Consequently, the neuromarketing field emerged as a way to understand the subconscious motivations of consumers. The scientific problem of this paper is to analyse how neuromarketing techniques can be effectively integrated with traditional marketing research methods to provide a comprehensive understanding of consumer behaviour. It emphasises the fact that traditional marketing research tools may not reveal all essential insights into consumer behaviour research. Therefore, market research practices should employ neuromarketing tools such as eye tracking, facial expression analysis, biometrics and neuronal activity measurements. First, six principal neuromarketing research areas are identified: branding, product design and innovation, advertising effectiveness, shopper decision-making, online experiences, and entertainment effectiveness. Next, a simplified human behaviour model, consisting of three phases, unconscious, conscious and observable, is discussed. Finally, the paper focuses on criticisms of neuromarketing and ethical issues.

Entrepreneurs’ preferences towards online market research packages: A discrete choice analysis

Startups have become a buzzword in the last couple of years, and entrepreneurship became career path for a number of people in the world. With all the advances in education and government subsidizing all over the world, still, statistics shows only a small percentage of successful startups. Studies have shown that the one the leading reasons for startup failure is the misreading of market?s needs. The aim of this paper is to determine the approach to market research, knowledge of tools and methods, and preferences towards online market research tools of entrepreneurs by using Discrete Choice Analysis. The research gathered 187 valid responses from a panel of participants working on developing new products and business, using an online survey tool. In the paper it is shown that the most important attributes for entrepreneurs are the price of the market research tool, followed by the level of details in the report generated, with more in-depth analysis regarding segmentation, simulations, and Marginal Willingness to Pay in the further chapters. The results of the research imply the need for a market research business model optimized for those starting a new business, focused primarily on detailed reporting and analysis, with the pricing model adjusted to the lack of resources entrepreneurs face at the start of their ventures, which would help them better understand the market-fit at the beginning and raise the statistic of successful startups.

Маркетингові дослідження як інструмент інноваційного розвитку закладів ресторанного бізнесу

The aim of the article is to determine the tools of marketing research for the introduction of marketing innovations in the restaurant business. The authors analyze publications of leading domestic scholars, which are devoted to the issues of introduction of marketing innovations in the restaurant business, allocation of their main directions of development, in particular regarding the conceptions of establishments, pricing policy, promotion, interior design, commodity policy of the restaurant. The article allocates the types of marketing research of innovations in the restaurant business, namely, outlines the following blocks: analysis and development of websites and mobile applications, automation in messengers; analysis and distribution of restaurants on social networks Facebook, Instagram, Tik Tok, etc.; analysis of blogging and creation of user-generated content; evaluation of the use of QR code and Wi-Fi in restaurant business establishments; analysis of the use of visual merchandising; development of an interactive menu; analysis of consumer preferences. In addition, the authors have developed and schematically presented a model of the relationship between the introduction of marketing innovations and research tools, where it is determined that, depending on the environment of innovation, different marketing research tools can be used. Thus, accordingly, for internal innovations (created within the establishment, aimed at improving the efficiency of its activities), it will be optimal for evaluation, analysis and implementation of the use of consumer research and advertising methods, social networks, sales promotion systems, etc. For the introduction of external innovations (created outside the establishment, but directly related to it), the use of the following methods is relevant marketing research: research and analysis of the external market; research of competitive advantages and opportunities of restaurant business enterprises; other studies of the external environment of the restaurant business, etc. On the basis of this, it is concluded that the information obtained in the process of marketing research contributes to the effective introduction of innovations and the development of establishments in the restaurant industry. Directions of innovative development of enterprises of the restaurant business have been proposed, which will contribute to the implementation of marketing pricing policy, achievement of strategic management decisions on the implementation of research and implementation of technologies to attract consumers, and, accordingly, increase competitiveness.

Analysis of the state and development trends of the targeted advertising market in Ukraine

The aim of the article. The article is aimed at clarifying the current conditions of functioning and identifying the tendency of development of the targeted advertising market in Ukraine. Analyses results. The article analyzes the state of the Ukrainian market of targeted advertising and what direction of development it is. For the study, an analysis of secondary sources of information on the targeted advertising market in Ukraine was conducted. The essence of the concept of «targeted advertising» is considered and the main researchers of the tool targeted advertising are provided. A review of the state of use of the Internet and digital advertising in Ukraine and in the world is conducted. Aggregated data on digital advertising expenditures in the world and in Ukraine. The rating of social networks by the number of users divided by gender in Ukraine is graphically constructed and described. The main characteristics of the work of specialists in targeted advertising in Ukraine are provided. An analysis of the rating of IAB Ukraine of digital agencies of Ukraine providing services for conducting targeted advertising campaigns has been carried out. The main directions of activity of the top 10 agencies providing the service of creating targeted advertising in Ukraine are analyzed. On the basis of the obtained results, conclusions are made about the status and trends of the targeted advertising market in Ukraine. The scientific novelty of the obtained research results lies in the fact that such deep and versatile marketing research of the market of targeted advertising in Ukraine has not been conducted. The practical application of the obtained research results covered in this article is the use by enterprises to organize their marketing activities and scientists in their works. The methodology and results of the research carried out in work can be the basis for further research and the basis for improving the targeted advertising market in Ukraine. Conclusions and directions for further research. The analysis proves that digital advertising in the world and in Ukraine is constantly growing and has optimistic growth forecasts for the coming years. This is directly facilitated by the development of Internet accessibility, as it allows enterprises to increase their target audience and communicate with it. Social networks that broadcast targeted advertising are also increasing the number of their users and improving tools for advertisers. The most popular social networks in Ukraine are Facebook, Instagram, and YouTube. Ukrainian advertisers use the services of digital agencies more to carry out communications with targeted advertising. The analysis of the top 10 performance marketing agencies shows which advertising platforms market leaders focus on and which businesses they focus on. The results of the study suggest that the targeted advertising market in Ukraine is in demand among advertisers and has significant prospects and opportunities for development. Further research of the targeted advertising market in Ukraine will be aimed at collecting and analyzing primary information using marketing research tools, about the state of the market and providing conclusions based on the information received.

ТЕНДЕНЦІЇ ТА ПЕРСПЕКТИВИ РОЗВИТКУ СВІТОВОГО РЕКЛАМНОГО РИНКУ

The article is devoted to the analysis of trends and prospects for the development of the global advertising market under the influence of changing conditions of the market environment and scientific and technological progress. Advertising is seen as a market research tool that allows advertisers to increase the effectiveness of their market. It is substantiated that the global advertising market, integrating into the socio-economic processes of society's development, has become an integral ele- ment of the global economy. It was determined that the informatization of the world economy and the development of modern media markets led to the diversification of advertising, the emergence of new, more effective types of advertising, and the con- ceptuality of advertising and the establishment of feedback from the consumer are the key to the success of the marketing activi- ties of a modern enterprise. The main trends in the development of advertising in modern society are highlighted, including the creation of a new format of communication with the consumer, the use of non-standard media carriers for advertising messages, the globalization of advertising campaigns, and others. Emphasis is placed on such features of the development of the advertis- ing market as increasing the social coloring of advertising and the social responsibility of advertisers. The transformations of the structure of the world advertising market and the role of the main types of advertising in the market, the peculiarities of the geographical structure of the advertising market are studied. A detailed analysis of statistical data on the volume of advertising by such types as advertising on television, advertising in print media and on the radio, Internet advertising was carried out, as a result of which a significant dynamic of the development of network advertising and a significant decrease in the contribution to the value volume of the advertising market of traditional types of advertising were revealed. The prerequisites, trends and prospects for the development of Internet advertising are analyzed. It is concluded that the redistribution of the advertising market and the growth of the share of Internet advertising is a global trend.

The role of artificial intelligence in neuromarketing research: Insights and applications

Conventional marketing research tools, such as surveys and focus groups, assess customer reactions to different product aspects. However, these methods often fall short of capturing the intricacies of the customer’s mindset, as responses may not always be entirely truthful. This is where the neuromarketing proves valuable. The paper explores how AI-driven algorithms and technologies have revolutionized the understanding of consumer behaviour and decision-making processes, offering insights into the subconscious processes governing decisionmaking. AI’s integration enables real-time feedback through technologies such as facial recognition, eyetracking, and sentiment analysis. This immediacy empowers marketers to optimize strategies dynamically, enhancing campaign efficacy. The paper addresses the ethical considerations arising from this integration, emphasizing the importance of responsible AI use in neuromarketing research. The synthesis of AI and neuromarketing not only revolutionizes data interpretation but also navigates the ethical dimensions of consumer privacy and consent. This research provides a comprehensive overview of the symbiotic relationship between AI and neuromarketing, offering valuable insights into the future of consumer engagement and marketing strategies. By harnessing AI’s capabilities, this research showcases the novel avenues for enhancing consumer experiences and optimizing marketing strategies. The paper offers a comprehensive overview of the applications of AI in neuromarketing and underscores its potential to unlock deeper insights into consumer behavior and preferences.

Real-world data using mHealth apps in rhinitis, rhinosinusitis and their multimorbidities.

Digital health is an umbrella term which encompasses eHealth and benefits from areas such as advanced computer sciences. eHealth includes mHealth apps, which offer the potential to redesign aspects of healthcare delivery. The capacity of apps to collect large amounts of longitudinal, real-time, real-world data enables the progression of biomedical knowledge. Apps for rhinitis and rhinosinusitis were searched for in the Google Play and Apple App stores, via an automatic market research tool recently developed using JavaScript. Over 1500 apps for allergic rhinitis and rhinosinusitis were identified, some dealing with multimorbidity. However, only six apps for rhinitis (AirRater, AllergyMonitor, AllerSearch, Husteblume, MASK-air and Pollen App) and one for rhinosinusitis (Galenus Health) have so far published results in the scientific literature. These apps were reviewed for their validation, discovery of novel allergy phenotypes, optimisation of identifying the pollen season, novel approaches in diagnosis and management (pharmacotherapy and allergen immunotherapy) as well as adherence to treatment. Published evidence demonstrates the potential of mobile health apps to advance in the characterisation, diagnosis and management of rhinitis and rhinosinusitis patients.

Idea Generation in New Product Development

It is imperative for companies to focus on innovation and new product development. Companies require generating effective ideas for new products. The objective of the study is to understand the various aspects related to idea generation in new product development. The methodology adopted is a conceptual analysis of the various aspects of idea generation. Companies adopt two approaches viz. top-down idea generation and bottom-up idea generation. They validate the ideas generated and employ different market research tools viz. observation of customers; conducting interviews of customers, employees, and experts; analysis of the competition; and crowdsourcing for idea generation and usage of multiple methods for idea generation. Academicians may suggest approaches, market research tools, and multiple methods which are effective in idea generation and validation. Practicing managers will understand the importance of generating new ideas for products. They may apply different approaches and tools which are effective in generating and validating effective ideas.

The Use of Market Research and Radio Consultancy in Spanish Music Radio: The Case of Kiss FM (2002-2010)

ABSTRACT Kiss FM brought a new programming methodology to the radio sector in Spain. Previously, market research tools were used merely for orientation purposes but from 2002 onward the use of music testing and audience panels began to take on a decisive role. In this paper we analyze the application of market research and radio consultancy in music radio in Spain, identifying the reasons for the success of Kiss FM and its impact on the sector as a whole. We use a methodology which combines participant observation and in-depth personal interviews, examining the market research techniques of the Kiss FM model and its impact.

Uncovering Synergy and Dysergy in Consumer Reviews: A Machine Learning Approach

Massive online text reviews can be a powerful market research tool for understanding consumer experiences and helping firms improve and innovate. This research exploits the rich semantic properties of text reviews and proposes a novel machine learning modeling framework that can reliably and efficiently extract consumer opinions and uncover potential interaction effects across these opinions, thereby identifying hidden and nuanced areas for product and service improvement beyond existing modeling approaches in this domain. In particular, we develop an opinion extraction and effect estimation framework that allows for uncovering customer opinions’ average effects and their interaction effects. Interactions among opinions can be synergistic when the co-occurrence of two opinions yields an effect greater than the sum of two parts, or as what we call dysergistic, when the co-occurrence of two opinions results in dampened effect. We apply the model in the context of large-scale customer ratings and text reviews for hotels and demonstrate our framework’s ability to screen synergy and dysergy effects among opinions. Our model also flexibly and efficiently accommodates a large number of opinions, which provides insights into rare yet potentially important opinions. The model can guide managers to prioritize joint areas of product and service improvement and innovation by uncovering the most prominent synergistic pairs. Model comparison with extant machine learning approaches demonstrates our improved predictive ability and managerial insights.This paper was accepted by Gui Liberali, marketing.Funding: The authors acknowledge the support of research funding from the National Natural Science Foundation of China [Grant 72072173].Supplemental Material: The data files and online appendix are available at https://doi.org/10.1287/mnsc.2022.4443 .

An intelligent neuromarketing system for predicting consumers’ future choice from electroencephalography signals

Neuromarketing utilizes Brain-Computer Interface (BCI) technologies to provide insight into consumers responses on marketing stimuli. In order to achieve insight information, marketers spend about $400 billion annually on marketing, promotion, and advertisement using traditional marketing research tools. In addition, these tools like personal depth interviews, surveys, focus group discussions, etc. are expensive and frequently criticized for failing to extract actual consumer preferences. Neuromarketing, on the other hand, promises to overcome such constraints. In this work, an EEG-based neuromarketing framework is employed for predicting consumer future choice (affective attitude) while they view E-commerce products. After preprocessing, three types of features, namely, time, frequency, and time-frequency domain features are extracted. Then, wrapper-based Support Vector Machine-Recursive Feature Elimination (SVM-RFE) along with correlation bias reduction is used for feature selection. Lastly, we use SVM for categorizing positive affective attitude and negative affective attitude. Experiments show that the frontal cortex achieves the best accuracy of 98.67±2.98, 98±3.22, and 98.67±3.52 for 5-fold, 10-fold, and leave-one-subject-out (LOSO) respectively. In addition, among all the channels, Fz achieves best accuracy 90±7.81, 90.67±9.53, and 92.67±7.03 for 5-fold, 10-fold, and LOSO respectively. Subsequently, this work opens the door for implementing such a neuromarketing framework using consumer-grade devices in a real-life setting for marketers. As a result, it is evident that EEG-based neuromarketing technologies can assist brands and enterprises in forecasting future consumer preferences accurately. Hence, it will pave the way for the creation of an intelligent marketing assistive system for neuromarketing applications in future.

Factors influencing intermodal transport efficiency and sustainability

A dynamic development of intermodal transport is observed worldwide. This development, among other issues, is related to increasing the level of transport efficiency and sustainability. That increase presents a challenge for the participants of intermodal transport systems. Therefore, there is a need to analyze the factors influencing the efficiency and sustainability of intermodal transport. The article aims to analyze these factors considering the viewpoint of transport chains participants. Ten factors influencing intermodal transport efficiency and sustainability were identified. The case study of Polish market was analyzed using marketing research tool. The questionary was developed, and the survey was carried out among the representatives of intermodal terminals located at seaports, rail-road terminals and forwarders. On the basis of collected information, it was possible to set the ranking of the particular factors. It was stated that efficient handling of cargo and transport means in transshipment terminals forms the most important factor from the practitioners’ viewpoint.

Archetypes of Polish Political Parties - Empirical Analysis

Numerous attempts to explain the puzzle of the party-voter relationship have been made. Researchers explain vote choice referring to one’s social status, individual or group interests, sense of identity. All of them offer an interesting, but not complete explanation of the decisionmaking process. In the present paper, we study this phenomenon, using the brand personality approach, which focuses on consumers’ identity and emotional needs, according to which voter chooses a party which best resonates with an expression of the self he wishes to demonstrate (Street 2003). To examine the personalities of political brands, we refer to the concept of archetypes - a wellknown marketing research tool that enables to study of emotions and subconscious motivations that accompany all people’s choices. Using a mixed methodology, we verify what personality characteristics and dimensions (archetypes) voters use to describe Polish political parties and what needs and emotions accompanying party choice these archetypes indicate. The result is a portrait of political parties and their voters going beyond the traditional comparison of party manifestos, giving an insight into functional and emotional needs voting for a particular party meets.

MANAGEMENT OF MARKETING RESEARCH AT THE ENTERPRISE: STRATEGIC ASPECT

The place of marketing research management in the system of strategic planning is analyzed. The purpose of the article is to systematize the strategic aspects of marketing research management in an unstable business environment. A system of key indicators of the effectiveness of marketing research management at the stages of planning, organization, motivation and control is proposed. It has been determined that the key performance indicators of marketing research management at the planning stage can be: the accuracy of the formulation of the problem and the goals of marketing research, the optimal choice of the method for conducting marketing research, the accuracy of calculating the sample size, the convenience of filling out survey forms, the optimal methodology for analyzing data based on the survey results, accuracy interpretation of the results of marketing research; degree of achievement of the goal of marketing research. The key performance indicators of marketing research management at the stage of organization can be the results of SMART-assessment of marketing research goals, ensuring a representative sample of respondents, adhering to the rules for drawing up survey forms, organizing briefing for interviewers, ensuring the convenience of conducting marketing research, ensuring the variety of marketing information providers. Key indicators of the effectiveness of marketing research management at the motivation stage can be: the interest of the personnel of marketing departments in increasing the client base, the interest of staff in marketing departments in the growth of the number of new customers, the cost of attracting customers, the cost of an order. Key performance indicators of marketing research management at the control stage can be: compliance of marketing research tools with objectives, completeness of the research plan, quality of filling out questionnaires, completeness of solving problems in reports based on the results of marketing research.

Neuromarketing kao alat marketing istraživanja i realizacije strategije odnosa sa potrošačima

Neuromarketing is a discipline that connects the study of consumer behavior with neuroscience by examining the impact of marketing on consumers, by observing and interpreting their emotional reactions to various marketing stimuli. By using methods such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), eye tracking (ET), galvanic skin response (GSR) and facial coding (FC), neuromarketing can help companies understand how consumers make decisions and what they really feel, think and want on an UN-conscious level, which later becomes a more reliable indicator of their behavior when buying products and services. Apart from being a marketing research tool, neuromarketing can also be seen as a strategy for improving companies' communication and relationships with consumers. The purpose of this paper is to understand the importance of neuromarketing for understanding the subconscious processes in the consumer's brain, and for noticing the impact of these processes on consumer behavior. This will ultimately contribute to better strategic positioning of companies and their products on the market.

ТЕНДЕНЦІЇ СУЧАСНОГО РОЗВИТКУ МАРКЕТИНГОВИХ ДОСЛІДЖЕНЬ В УКРАЇНІ

The article examines the key aspects of the development of marketing research in today's conditions. The opinions of scientists on the essence of the concept of marketing research are analyzed. It is established that in a market economy, marketing becomes a business philosophy and at the same time its most important tool that allows you to track changes in the business environment and adjust on this basis the strategy and tactics of the enterprise. The article examines in detail the state of the market of market research in Ukraine, and determines its volume in monetary terms. In modern economic conditions to ensure the economic development of enterprises are forced to constantly monitor and increase the economic efficiency of their activities. The most important part of the activities of enterprises interested in achieving sustainability or dynamic development is marketing research, as they require identifying an urgent problem of operational, tactical or strategic activities of the object and start the process of searching, collecting, collecting data, processing them in order to make a decision. The volume of orders for marketing research in Ukraine was also analyzed. It is proved that marketing research is gradually ceasing to be only one of the activities of enterprises, and is becoming a fundamentally new type of service. It has been proven that increasing the role of the market of marketing research has a significant impact on the economic potential of economic entities. Summing up the study, we note that marketing research is one of the main functions of marketing that connects marketers with markets, competitors, consumers, and a set of elements of the external marketing environment, is the systematization and analysis of data from various areas of marketing. Any company operating in the market operates in a marketing environment, namely the set of forces and factors that affect its management. However, the complex economic situation in the world associated with the global pandemic poses new challenges to marketing research companies and requires the use of innovative marketing research tools to maintain and improve the market for marketing research in Ukraine.