1. Consumer Neuroscience Solutions and implementations
Elena HORSKA – Jakub BERCIK – Renata Matysik Pejas - Andrzej Krasnodębski – Monika Szafrańska

2. Overcoming traditional approach ...
Consumer neuroscience is a phenomenon that has become an important tool of marketing management when defining customer driven strategies.
Neuroscience in the system of academic research, education and commercial research as well
Marketers can benefit from interdisciplinary research
Neuroscience, neuroeconomics, neuromarketing
Sensory marketing and aroma marketing (sensory studies)
Visual merchandising
Virtual and augmented reality

3. Enrichment of marketing by consumer neuroscience, interdisciplinary relations and new technologies (applied on food marketing)
Consumer neuroscience incorporated into product, price and promotion
Visual merchandising and neuroscience incorporated into place
Marketing
Sensory and aroma analysis and marketing incorporated into product and promotion
Virtual and augmented reality and all customer facing technologies incorporated into promotion

4. To overcome the limitations of traditional research
As written by Hill & Simon (2010), all human beings use 3 part brain: visual, emotional and rational. This gives the answer to differences between emotional versus verbal response of customers/respondents in many research action situations. Such limitations of traditional research can be overcome by using new research techniques from the field of neuromarketing and consumer neuroscience:
Facial Coding measures how people feel. The human face registers a wide variety of emotional states (facereader)
Eye Tracking measures what people see. It has wide variety of uses in neuromarketing as it provides valuable indications of interest, attention and attraction.
Electroencephalography (EEG) accounts the most popular neuromarketing technology because of its relatively low costs and manageable equipment requirements (Genco, Pohlmann & Steidl, 2013). It can measure moment-to-moment changes and identify memory activation in real time.
Functional magnetic resonance imaging is considered as the best standard method for neuroscientists, but at the same time as the least practical.

5. Learning by Doing Process: From Classroom to Neuroscience Lab and Real Store

6. Learning by Doing Process: From Classroom to Neuroscience Lab and Real Store

7. Learning by Doing Process: From Classroom to Neuroscience Lab
Coordination
Observation
Processing

8. Academic versus Commercial Research I.
Discovering hidden consumer preferences in different lighting conditions (type of light source, intensity, colour temperature). For the data collection we used the Emotive EPOC headset. EEG alpha and beta bands are in the centre of interest when examining emotional valence, channels F3, F4
The most positive and neutral emotions were detected by LED lamp. The most negative emotions were detected by Metal-halide lamp 150W. The most positive and neutral emotions were detected by purple colour.

9. Academic versus Commercial Research II.
Discovering the impact of music on consumer while shopping in the retail store (wine shop)
EEG, electronic noise meter, eye tracker, Slovak traditional versus French classical music

10. Academic versus Commercial Research III.
Empty shelf – solo bottle
Discovering the impact of instore communication (visual factors) on customer behaviour while shopping (wine shop, Slovak national flag, national flag of Chile, push marketing sign: „Choose your wine“, shelf layout)
EEG, Eye tracker, heatmaps – graphical interpretation of data summaring customer´s views
Choose
your wine!
Statue of St. Urban

11. Conclusions: Benefits for academic and commercial research
Opportunities for business studies
(academic and commercial research)
Conclusions: Benefits for academic and commercial research
Aroma marketing
(aroma units)
Deeper insight into consumer
hidden emotions
Synergic effect of sensory studies, marketing and neuroscience
More effective marketing actions
New technologies
(EEG, facereader,
eye tracker)
Reality
Panel, observation, surveys
Augmented
reality