Verónica Crespo-Pereira es licenciada en publicidad y relaciones públicas por la Universidad de Vigo y máster en producción y gestión audiovisual por la Universidad de A Coruña. Su actividad profesional se ha desarrollado en el sector audiovisual en los departamentos de producción y dirección para series de ficción y programas. Trabaja como investigadora en la Universidad de Vigo donde lleva a cabo su tesis doctoral.

Technological advances in the field of neuroscience have generally been well-received in the entertainment and advertising industries, where there are great commercial benefits linked to knowing the most intimate aspects of how audiences and consumers respond to different messages. Despite this interest in the results of neuroscience research, large enterprises seem to resist implementing them in their marketing activities, thus limiting the development of the discipline. This research reflects on the main factors that impact the adoption of neuromarketing within large-scale enterprises, both from a bibliographical and an empirical perspective. This review included ethical, economic, professional, technological, and cultural aspects. A review of secondary sources was undertaken to understand the current state of neuromarketing and its place within large-scale enterprises. This review suggested that a series of internal and external factors may be limiting its adoption, including organizational culture, lack of knowledge and training, uncertainty about its results and/or concerns about the cost of this methodology. To validate the results of the bibliographical research, a structured, self-administered online questionnaire was designed to be distributed amongst a senior decision makers within large companies in Spain. The aims of this survey were to diagnose the level to which major corporations in Spain are aware of and employ neuromarketing; and to identify the internal and external factors that may be limiting or driving its rate of adoption. Before running a full-scale study, a pilot test was undertaken to, among others, validate the sampling methods and survey distribution strategy and to measure the impact of some major challenges that had been identified during survey design. The pilot study did succeed in reaching highly qualified respondents, but its low response rate highlighted a major issue in the research design: the sampling method cannot scale efficiently. A full review of the sampling strategy and survey distribution method is needed before a full-scale study can be launched. The data gathered in the pilot study can't be considered representative or statistically valid; they are, at best, preliminary findings that will need to be validated by further research. The responses do suggest that neuromarketing techniques are not used in the majority of large Spanish companies and that the general level of knowledge on the subject is not very high. The results also suggest that neuromarketing has a good reputation amongst industry practitioners and that, if current trends are confirmed, its adoption will increase significantly in the future. The main factors that would drive the adoption of neuromarketing are the culture of innovation of the companies themselves and the direct alignment of neuromarketing techniques to the market research needs on the company. Further research in this area should take into account the learnings provided by this pilot.

Verónica Crespo-Pereira es licenciada en publicidad y relaciones públicas por la Universidad de Vigo (UVigo) y máster en producción y gestión audiovisual por la Universidad de A Coruña. Ejerce como investigadora y docente en la UVigo donde lleva a cabo su tesis doctoral sobre la implementación de la metodología neurocientífica en el campo de la televisión. Es autora de diversos artículos en revistas de impacto sobre la mencionada temática.Beatriz Legerén-Lago es investigadora especializada en game studies, además de profesora de la asignatura Videojuegos: Diseño y desarrollo, entre otras materias relacionadas con la creación de proyectos interactivos. Autora de artículos y capítulos de libro sobre diseño de juegos. Ha participado en proyectos de investigación financiados en convocatorias públicas -autonómicas y nacionales-de concurrencia competitiva. ResumenLa neurociencia cognitiva ha permitido comprender mejor el impacto de estímulos mediáticos en el procesamiento cognitivo y emocional. Este artículo aborda una revisión bibliográfica exploratoria sobre la contribución de la neurociencia en el diseño de contenidos audiovisuales (N=57). El trabajo se llevó a cabo en tres etapas: a) revisión de información no estructurada; b) análisis, organización y síntesis del contenido; c) conclusiones. Así mismo, entrevistas a expertos en el campo televisivo, consultoría de neuromarketing y neurocientíficos (N=10) avalan los resultados hallados en la revisión bibliográfica. Como corolario, se aporta un conjunto de pautas fundamentadas científicamente para un diseño eficiente de contenidos televisivos de entretenimiento, educativos e informativos basados en el storytelling, la edición y la creación de nuevas plataformas. La investigación apunta a la emoción y atención como indicadores clave de eficacia para el diseño de productos televisivos. AbstractCognitive neuroscience has provided a better understanding of the impact of media stimuli on cognitive and emotional processing. This article offers an exploratory bibliographic review on the contribution of neuroscience in the design of audiovisual content (N=57). This review was carried out in three stages: a) review of unstructured information; b) analysis, organization, and synthesis of content; c) conclusions. Likewise, interviews with experts in the television field, neuromarketing consultants, and neuroscientists (N=10), support the conclusions from the bibliographic review. Subsequently, the paper provides a set of scientifically endorsed guidelines for the efficient design of TV content for entertainment, education, and information, based on storytelling, edition, and the creation of new platforms. The bibliographic research reveals that emotion and attention are the key indicators of effectiveness for the design of television products.

A key challenge in the 21 st century is identifying how to satisfy consumers' needs in the best manner possible, whilst ensuring companies' financial profitability. Scientists play a major role in achieving this goal, as research methods, techniques and tools have continuously evolved. In the last two decades, the development of these instruments has seen an important boost, as neuromarketing methods and techniques added depth and accuracy to traditional studies. The main aim of this paper is to highlight the role and importance of neuromarketing research techniques in the evolution of neurosciences and to explain how these techniques are used in market research. One of the most important challenges for companies who offer neuromarketing services is to stick to ethical principles when performing the investigations. This is an obligation they have both towards the beneficiaries-the companies providing products or services-and towards their consumers as well. This challenge has always been a subject of dispute between the advocates and critics of neuromarketing. Thus, this paper deals with this and other controversial topics. It starts with analysing a traditional persuasion model that has inherently been influenced by the neuromarketing research features. Then, it addresses the positive and negative aspects that subjects might have to face throughout neuromarketing studies, always bearing in mind the current Ethical Code of Conduct issued by the Neuromarketing Science and Business Association (NMSBA). An exploratory online research helped the authors test several hypotheses on ethical issues that neuromarketing companies have to handle. The research was performed on 67 neuromarketing companies from around the world that are members of the NMSBA. The findings are relevant both to researchers and neuromarketing companies, even the Romanian ones, who can use them used as insights.

In the last decades, neuroscience has provided an excellent comprehension of the impact of marketing outputs on cognitive and emotional processing. Understanding what constitutes the neurobiology of consumer decision-making has been the aim of neuromarketing since the beginning. New notions regarding the value of emotions in consumer preferences have changed the way companies develop their actions towards marketing and communication. Nostalgia has emerged as an effective strategy for reinforcing the positioning of established brands. Because of the nature of emotions in nostalgia and the trendy relationship between neuromarketing and emotions in business, this research offers an exploratory bibliographic review to set the guidelines that help in understanding the interplay between retro marketing, nostalgia, and neuromarketing on marketing consumption. This review was carried out in 3 phases: a) review of unstructured information, b) analysis, organization, and synthesis of content, and c) conclusions. Nostalgia is manifested through marketing stimuli that arise from people’s internal memory and, therefore, the feelings derived from cognitive responses (attitudes) followed by a particular behavioral reaction. Research points out the lack of literature/studies regarding neuroscientific methodology into nostalgic empirical research.

Con el objetivo de mejorar la atracción de nuevas audiencias, las cadenas de televisión públicas de Europa están utilizando la neurociencia para conocer mejor a sus usuarios y establecer las bases para el diseño de productos televisivos educativos eficientes. Además de permitirle comprender mejor las preferencias y gustos de la audiencia. A través de la revisión de la literatura, este documento se centra en el potencial de la neurociencia para el diseño de productos transmedia de éxito.

En el nuevo panorama mediático, caracterizado por la fragmentación y desafección de las audiencias hacia la televisión tradicional, urge la incorporación de innovadoras estrategias que atiendan a las demandas de sus públicos y conecten con ellos. El presente artículo analiza la capacidad de la Neurociencia para optimizar la producción de contenidos adaptados a las preferencias de los espectadores y comprueba la introducción de esta metodología en las radiotelevisiones públicas europeas. Para ello se realizó una revisión de los informes de gestión, memorias de cuentas y webs de las radiotelevisiones públicas estatales y regionales de la Unión Europea (n=100) así como de la evolución de sus audiencias de 2010-15. Complementariamente, a partir de un análisis exploratorio y de entrevistas en profundidad con cuestionario abierto y cerrado, se recogió la opinión de expertos neurocientíficos, consultores de Neuromarketing, académicos y profesionales de la televisión pública europea (n=22) sobre la utilidad e introducción de esta ciencia para el estudio de las audiencias y su aplicación en la programación, y el rol de la Neuroeducación en el diseño de programas educativos. Los resultados determinan que cerca de una docena de RTV públicas ya aplican el Neuromarketing Audiovisual como herramienta innovadora para probar y diseñar productos de entretenimiento, bloques comerciales y estrategias de mejora de la competitividad frente a su implementación en la programación educativa, encomienda principal del servicio públicoThe new media landscape is characterized by the fragmentation and disaffection of the audience towards traditional television. Such a context requires innovative strategies to meet the needs of the public and connect with it. This article analyses the ability of Neuroscience to optimize the production of content adapted to audiences. For this purpose, a review of management and economic reports and corporate websites of the European public broadcasters (n=100) was carried out, as well as the evolution of the audience in the period 2010-15. Also, an exploratory analysis and in-depth interviews with open and closed questionnaires was undertaken. The data collect the opinion of neuroscientific experts, Neuromarketing consultants, academics and professionals in European public television (n=22) on the usefulness and introduction of this science for audience research, its possible application in programming, and the role of Neuroeducation in the design of educational programmes. The findings determine that almost a dozen public service media in Europe are already applying audiovisual Neuromarketing as an incipient and innovative tool to test entertainment programmes, commercial spaces and competitiveness improvement strategies. However, it has not been implemented in educational content, which is a core mission of public broadcaster

El contexto de excepcionalidad que ha provocado el COVID-19 ha tenido conse­cuencias en la prensa de todo el mundo. El confinamiento ha visto crecer el hábito de leer la prensa en su versión digital. Esta situación permite formular muchas preguntas en torno al futuro de las tiradas en papel y el tipo de consumo informativo pospande­mia. En este sentido, se ha llevado a cabo una investigación aproximativa, enmarcada en el ámbito de Ecuador, con el objetivo de identificar patrones de comportamiento de los consumidores de productos informativos a través de ediciones digitales que permitan determinar las bases de un nuevo modelo de acceso a y consumo de este tipo de medios, que todavía, en el espacio sociogeográfico estudiado, se encuentra en una fase inicial de transformación. Esta cuestión constituye uno de los principales aportes de la investigación, pues no puede obviarse la sensibilidad de países como Ecuador a la incidencia de crisis sanitarias o catástrofes naturales, en que el acceso a la información es esencial. La investigación se ha llevado a cabo en el momento más crí­tico de la pandemia, por suponer un punto de inflexión en el consumo habitual de pe­riódicos. Se ha analizado la evolución de indicadores de relevancia para los modelos digitales de negocios, como el engagement de diecisiete diarios ecuatorianos durante los meses prepandemia (febrero) y confinamiento (marzo a mayo).