The concept of this work is based on the idea of the interrelation of socio-demographic factors and factors of enterprises strategic development (baby food producers). According to the key indicators, the main components identify the psychographic characteristics of baby food consumers. Each factor included features with the highest factor load after geometric rotation by the Varimax method. The most critical areas of social status, stereotypical representation, consumer standards are found, which signal urgent problems that can be solved only if efforts of public and private solutions are combined (Foresight design). Social PR projects are a possible solution for a long-term program to expand the domestic market for baby food. The mechanism of implementation is to provide an opportunity for enterprises producing baby food products to participate in the implementation of national and regional programs to support fertility and family policy in Ukraine. It is suggested to introduce the results of marketing analysis of psychographic segmentation of consumers of baby food products into Foresight-design programs. The study proposes to integrate the marketing communication policy of baby food manufacturers and government policies in the field of fertility support in Ukraine, based on the principles of Foresight engineering for the social projects implementation.

У статті розглянуто теоретико-практичні засади формування важливої складової комплексу маркетингових досліджень, яка базується на методиці та інструментах нейромаркетингу. Проаналізовано основні аспекти впровадження нейроскануючих технологій і зроблено висновки щодо доцільності використання техніки нейромаркетингу та нейрофізіологічних досліджень для визначення особливостей реакції споживачів на маркетингові стимули. Обґрунтовано необхідність доповнення класичних методів досліджень методами нейровізуалізації. У статті актуалізується проблема прискорення процесу формування нейроетики у суспільстві і трансформації поглядів маркетологів щодо використання результатів досліджень людської психіки в комплексі маркетингу. Ключові слова: нейромаркетинг, нейромаркетингові дослідження, нейроскануючі технології, нейровізуалізація. Соловьев И.А., Шашкова Н.И. НЕЙРОМАРКЕТИНГ КАК СОСТАВЛЯЮЩАЯ КОМПЛЕКСА МАРКЕТИНГОВЫХ ИССЛЕДОВАНИЙ В статье рассмотрены теоретико-практические основы формирования важной составляющей комплекса маркетинговых исследований, которые базируются на методике и инструментах нейромаркетинга. Проанализированы основные аспекты внедрения нейросканирующих технологий и сделаны выводы о целесообразности использования техники нейромаркетинга и нейрофизиологических исследований для определения особенностей реакции потребителей на маркетинговые стимулы. Обоснована необходимость дополнения классических методов исследований методами нейровизуализации. В статье актуализируется проблема ускорения процесса формирования нейроэтики в обществе и трансформации взглядов маркетологов по использованию результатов исследований человеческой психики в комплексе маркетинга. Ключевые слова: нейромаркетинг, нейромаркетинговые исследования, нейросканирующие технологии, нейровизуализация. Soloviov Ihor, Shashkova Nina. NEUROMARKETING AS A COMPONENT OF THE MARKETING RESEARCHES COMPLEX Neuromarketing gives the opportunity to obtain an effective analytical tool for value creation and optimization of marketing strategies. The result of neuromarketing research is a representative evaluation of possible alternatives to consumer preferences through indicators of choice and decision making regarding purchasing. The place of neuromarketing in the market research complex, which is the main source of information for the development of plans and management decisions, is substantiated. It has been established that neuromarketing techniques and techniques should complement the standard set of marketing research tools and solve the problem of obtaining an objective assessment of the neurophysiological manifestations of consumer reactions. The results of neuromarketing research can also be used in the development of consumer behavior models and reducing the cost of marketing studies. It has been found that online neuromarketing, which does not require sophisticated equipment and provides the ability to receive information online and reach large audiences, is the best option. It has been proven that the use of neuromarketing techniques in marketing resea...

The article is devoted to the work of the Moscow Research Institute of Psychiatry to improve psychiatric care for patients with psychotic disorders. An important feature of this work was an integrated approach, in which the clinical picture of the disease was assessed in close connection with the patient's personal and psychological characteristics, social conditions of his life, therapeutic opportunities, rehabilitation potential and organizational structure of care. The article reflects the results of many years of work of the department of outpatient psychiatry and the organization of psychiatric care under the guidance of Professor I.Ya. Gurovich. The results of scientific research carried out by the staff of the institute in a traditional humanistic manner are presented. The translational nature of the research is emphasized by its inextricable link with clinical and social approaches. As a result of many years of work, a concept was developed to provide assistance to various groups of patients, starting with the first manifestations of the disease and ending with cases of long-term chronic disorders with a pronounced level of social maladaptation. As a result, a whole spectrum of new organizational forms of psychiatric care was proposed, such as departments (clinics) of the first psychotic episode, medical rehabilitation departments, assertive community treatment departments, designed for the most difficult patients. These organizational forms were fixed in the regulatory documents of the Ministry of Health and Social Development of the Russian Federation. To date, the above departments have been established in psychiatric institutions in many regions of the Russian Federation. Further development of this area is associated with neurobiological research to identify complex biomarkers of psychotic spectrum disorders. Thus, the research carried out at the present time preserves the tradition of an integrated clinical and social approach to the study of mental disorders. It is shown that an important advantage of this approach is their translational nature.