Traditional market research relies mostly on self-report methods. However survey or questionnaires test the customer’s rational brain while up to 95 per cent of all cognitive processes (attention, retention, retrieval and decision making) occur in the subconscious mind. Neuro-Marketing deals with the examination and exploitation of implicit or unconscious consumer’s processes. SPJAIN Neuro-Science Lab provides actionable and in-depth understanding of consumer behaviour based on most advanced Neuro-Science concepts and tools. SPJAIN Neuro-Science Lab is equipped with Imotions Biometric analytical Platform as well industry grade Neuro-Science equipment’s (Eye tracking, EEG, Galvanometric, Facial Expression and integrated Self-reporting used by Neilsen, Deloit…)

Example of Autonomic Signal Detection: Heart Rate, Skin Conductance, Pupils Dilatation, Facial Expression.

GMBA Students Tamires Santos from Brazil and JAEYONG LEE from Korea with the help of Dr Nicolas HAMELIN, SPJAIN NeuroScience Lab Director investigates brand effect on consumer taste for the Korean beer market.