Situation of Neuromarketing Consulting in Spain

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.

What Do You Need to Know? A Systematic Review and Research Agenda on Neuromarketing Discipline

“…As a term, neuromarketing is part of public debates about its negative social consequences [68]. In addition, the prime issue in front of neuromarketing applications is diverse social needs, predominantly when it originates in marketing communication, and it is complex to understand human brains [69]. However, to build healthy societies, several countries have been employing neuromarketing tools in practices to foster social welfare [70].…”

“…[97] "Neuromarketing is using neuroscientific methods to analyze humans vis-à-vis market stimuli." [69] "Neuromarketing is a field of study that blends the conceptual understanding of behavioral psychology, consumer neuroscience, and economics." [98] "Neuromarketing is the usage of neurophysiological instruments to measure and quantitatively comprehend behaviors of humans relating to marketing product development."…”

Panorama de la investigación y divulgación científicas en neuromarketing

“…Su contribución se centra en destacar aquellas cuya aplicabilidad atiende a fines estratégicos comerciales, según estudios de mercado concretos y reales: EEG, ET, FMRI, GSR, FEMG, FACS, fNIRS y ECG. Sin embargo, a través de trabajos de campo que analizan la actividad real de las consultoras de neuromarketing en España (Núñez-Cansado et al, 2018;Núñez-Cansado et al, 2020), se han obtenido evidencias reales de que la utilización de las diversas técnicas se aplica de manera síncrona a los estudios de mercado siempre que estos lo posibiliten.…”

Revisión teórico-científica del marco conceptual de la emoción y el sentimiento y su aplicación al neuromarketing

“…Mediante su uso se intentan recuperar imágenes de estructuras cerebrales involucradas en la decisión de compra, como el Nucleus Acumbens, la Ínsula, el Cortex Prefontal Ventromedial o el Córtex Cingulado Anterior; en otras palabras, comprobar cómo estas responden ante estímulos del marketing. Pero su alto coste y escasa validez ecológica, ha hecho que este tipo de estudios quede relegado a centros de alta investigación y sean inaccesibles para la gran mayoría de las empresas de neuromarketing (Núñez-Cansado et al 2020), que terminan optando por medios más económicos y flexibles mejor adaptados a la movilidad del consumidor en situación experimental. Estas alternativas se centran sobre todo en la toma de registros de la actividad eléctrica cerebral (EEG) (Vecchiato et al, 2014;Hakim et al, 2019;Hsu & Chen, 2020;Golnar-Nick et al, 2019;Gill & Singh, 2020;Bastiaansen et al, 2018;Hajcak et al, 2012;Olofsson et al, 2008) y de la actividad electrodérmica o respuesta galvánica de la piel (GSR) (Avinash et al, 2018;Groeppel-Klein, 2005;Baldeesh & Senior, 2008;Aiger et al, 2013;Martínez Herrador et al, 2020).…”