{"id":23233,"date":"2021-06-22T22:50:49","date_gmt":"2021-06-22T20:50:49","guid":{"rendered":"https:\/\/www.azti.es\/campos-de-aplicacion\/consumer-behaviour\/neuromarketing\/"},"modified":"2021-07-28T14:35:16","modified_gmt":"2021-07-28T12:35:16","slug":"neuromarketing","status":"publish","type":"application_field","link":"https:\/\/old.azti.es\/en\/research-areas\/consumer-behaviour\/neuromarketing\/","title":{"rendered":"Neuromarketing and the study of consumer behaviour"},"content":{"rendered":"\n<div class=\"two-columns-content\">\n    <div class=\"two-columns-content-left\">\n        \n<div class=\"wp-block-azti-two-columns-content\"><h1>Neuromarketing and the study of consumer behaviour<\/h1>\n<p class=\"has-medium-font-size\">From food-related feelings to emotions for the design of new products and communication actions.<\/p>\n\n\n\n<p>Emotions play a central role in our purchasing decision-making process. <strong>Understanding how consumers are influenced by their feelings&nbsp;<\/strong>when selecting a product or brand is very useful for companies and in particular, for their R&amp;D and Innovation and marketing departments.<\/p>\n\n\n\n<p>At AZTI we have the latest neuromarketing technologies with equipment for facial expression recognition, eye tracking and devices for measuring physiological parameters such as heart rate or skin sweating (GSR). The operation of our equipment has been validated in our laboratory using reference methodologies.<\/p>\n\n\n\n<p>They are very useful tools for the study of consumer behaviour in the face of different food stimuli and communication and marketing actions (advertising campaigns, website optimisation, packaging, etc.). and are used to:<\/p>\n\n\n\n<ul><li><strong>Improved prediction of the successful launch <\/strong>of a new product or of the improvements made to it (formulation, packaging, etc.).<\/li><li><strong>Optimisation of product design<\/strong> (web, packaging, food, etc.) to improve the user experience.<\/li><li><strong>Optimisation of advertising campaigns<\/strong> and maximisation of the emotional impact of branding.<\/li><\/ul>\n\n\n\n<p>The combined use of all our equipment allows us to assess the unconscious and objective side of emotions, thus unravelling aspects of behaviour not accessible by traditional methods.<\/p>\n\n\n\n<p>We focus on:<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_33_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">&Iacute;ndice de contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" style=\"display: none;\"><label for=\"item\" aria-label=\"Table of Content\"><i class=\"ez-toc-glyphicon ez-toc-icon-toggle\"><\/i><\/label><input type=\"checkbox\" id=\"item\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1'><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/old.azti.es\/en\/research-areas\/consumer-behaviour\/neuromarketing\/#Emotional_product_test\" title=\"Emotional product test\">Emotional product test<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/old.azti.es\/en\/research-areas\/consumer-behaviour\/neuromarketing\/#User_experience_evaluation\" title=\"User experience evaluation\">User experience evaluation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/old.azti.es\/en\/research-areas\/consumer-behaviour\/neuromarketing\/#Support_to_design_product_or_service_communication\" title=\"Support to design product or service communication\">Support to design product or service communication<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Emotional_product_test\"><\/span><strong>Emotional product test<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Test the impact that food products have on consumers. A very useful tool used to predict the success of launching a new product or introducing improvements to the product (formulation, packaging, etc.).<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"User_experience_evaluation\"><\/span><strong>User experience evaluation<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Through a complete evaluation of the scene in which the product is handled, we optimise its design to improve the experience.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Support_to_design_product_or_service_communication\"><\/span><strong>Support to design product or service communication<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>We optimise advertising campaigns (Web format, brochures, TV commercials, among others) with the aim of maximising attention in areas of interest while boosting a positive emotional response. Parameters such as average viewing time (<em>time spent<\/em>), number of views or time to first fixation (<em>time to first fixation<\/em>) allow us to optimise the visual attention received by the areas of interest.<\/p>\n<\/div>\n    <\/div>\n    <div class=\"two-columns-content-right\">\n        <div class=\"related-members\">\n                    <\/div>\n            <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>From food-related feelings to emotions for the design of new products and communication actions.<\/p>\n","protected":false},"author":2,"featured_media":22690,"parent":1377,"menu_order":0,"template":"","contexts":[218,934,935],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.4.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Neuromarketing and the study of consumer behaviour - AZTI<\/title>\n<meta name=\"description\" content=\"Consumer behaviour: From food-related feelings to emotions for the design of new products and communication actions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/old.azti.es\/en\/research-areas\/consumer-behaviour\/neuromarketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neuromarketing and the study of consumer behaviour - 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