The place of neuromarketing technologies in traditional marketing research

Pismennaya Anna Sergeevna

The article deals with traditional research in the field of consumer behavior characteristics. The key features of neuromarketing research and the subject of research are what is important for the customer to know, and what is interesting for the researcher. To accumulate the base and analyze other types of research, the standards and format of the reporting materials are formed taking into account the peculiarities of the research method and the scope. The focus of the study is those factors and parameters that the customer can have a certain impact or change using various marketing techniques and strategies. Specific research objects are studied. The use of systematic and flexible research methods that can be transformed in the course of research, depending on the intermediate results and changing tasks. Each study is always limited by time and budget limits. Comparative analysis of the author showed that the advantage of neuromarketing research is the collection of objective behavioral data using neurophysiological testing and traditional methods of qualitative research. As a result, as an important field of application of neuromarketing, the author identifies a new direction of marketing research.

Keywords:neuroeconomics, neuromarketing, marketing research, methods, market, neuroisearch, method.