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Marketing and marketing communication research are influenced by constant trends and technological progress. Their interdisciplinary nature and connection to practice force researchers to keep up with new trends as much as possible and to adapt to constant changes. Important determinants of marketing research are innovations which enable faster, more effective and detailed examination. Another determinant are the respondents themselves, whose consumer behaviour is increasingly complex and influenced by several factors. The ability to identify these factors by common research methods, but also by the ability of respondents to realise and describe their impact, is thus significantly limited.
The answer to all these changes, but also to the challenges, is neuromarketing research. Its purpose is to determine what works quickly and effectively in marketing, what does not, and how to improve it by detecting subconscious reactions. Although the initial research in this area was carried out in the 20th century, in our conditions, we can still talk about unknown or very little used methods. The primary goal of neuromarketing is to understand the impact of marketing incentives on consumer responses. This progress fundamentally changes the level of information accuracy that a person can voluntarily provide to researchers to better understand their preferences and behaviour. Research methods are...