El profesional del neuromarketing en el sector audiovisual español

Pereira, Verónica Crespo; Martínez, Valentín Alejandro; García-Soidán, Pilar

doi:10.3145/epi.2016.mar.07

Cited by 9 publications

(20 citation statements)

References 6 publications

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“…In the same period, the popularity of fMRI, one the most expensive techniques, decreased slightly. This trend is also seen among other studies (Fisher et al, 2010;Crespo-Pereira et al, 2016).…”

Section: Limitations Of Technology and Sample Sizesupporting

confidence: 87%

“…With the appearance of pioneering technologies in the research of unconscious decision-making in the 1990s, the transfer of knowledge between academics and marketing practitioners contributed to the development of neuromarketing (Plassmann et al, 2015;Levallois et al, 2019). The collaboration between experts in multiple fields, including neuroscientists among others, is key for high quality research (Crespo-Pereira et al, 2016).…”

Section: External Factors That Influence Neuromarketing the Reputatiomentioning

confidence: 99%

“…In this context, creating multidisciplinary teams combining both industry practitioners and academics could be the factor that adds rigor and ethics to research undertaken with commercial purposes, as long as academic standards and processes are kept, and the ethics committees of these research institutions and universities review and approve the proposed research (Crespo-Pereira et al, 2016;Levallois et al, 2019). Commercial research projects must comply with the same ethical requirements as academic research, mainly by obtaining data through informed consent and the protection of research subjects (Murphy et al, 2008).…”

Section: External Factors That Influence Neuromarketing the Reputatiomentioning

confidence: 99%

“…Environmental context is important since research conducted in labs may produce results that do not reflect human brain processes in a real context (Tanakinjal et al, 2015). Also, interpretation should follow evidence and/or hypotheses and specialists from different areas should be involved in the process (Crespo-Pereira et al, 2016).…”

Section: Limitations Of Technology and Sample Sizementioning

confidence: 99%

“…Given this ability for a better comprehension of individual behavior, criticism has been linked to this discipline. Neuromarketing must face many barriers; both internal (e.g., a lack of awareness of the benefits of neuromarketing) and external (e.g., the development of technology, its cost, the timing, the validity, the existence of multidisciplinary teams, the bad image of this discipline, and ethical and legal issues) (Crespo-Pereira et al, 2016;Spence, 2016). The next sections of this literature review will describe the main internal and external factors that impact the adoption of neuromarketing within major corporations.…”

Section: Introductionmentioning

confidence: 99%

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Implementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations

2020

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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.

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Section: Limitations Of Technology and Sample Sizesupporting

confidence: 87%

Section: External Factors That Influence Neuromarketing the Reputatiomentioning

confidence: 99%

Section: External Factors That Influence Neuromarketing the Reputatiomentioning

confidence: 99%

Section: Limitations Of Technology and Sample Sizementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Implementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations

2020

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Neuromarketing as a New Methodology for Broadcasters: A Comparison of European Public and Private Channels

Pereira

Cruz

2021

Marketing and Smart Technologies

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Neurocinema e Industria Audiovisual. Neuromarketing en el Séptimo Arte

Salinas

2021

Redmarka Rev Mark Apl

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En una industria donde la audiencia tiene cada vez mayor poder, los productores cinematográficos buscan nuevas fórmulas para entender y profundizar en los gustos del espectador, realizando así proyectos más eficaces dentro de la competitividad, incertidumbre y riesgo económico de las Industrias Culturales y Creativas. La presente investigación tiene como objetivo acercar el Neurocinema a la industria audiovisual como nueva técnica de investigación. Donde el uso de tecnologías del Neuromarketing posibilita la mejora de la eficacia y predictibilidad de las producciones analizando aspectos básicos del cine como la emoción. A través de un grupo focal se ha realizado un análisis sobre su posible implementación en la industria española con una serie de conclusiones sobre sus ventajas, implicaciones éticas y artísticas y visiones de futuro que muestran el debate abierto sobre este estudio objetivo de la subjetividad del Séptimo Arte entre la Academia y la Empresa, el arte y la industria.

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El profesional del neuromarketing en el sector audiovisual español

Cited by 9 publications

References 6 publications

Implementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations

Implementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations

Neuromarketing as a New Methodology for Broadcasters: A Comparison of European Public and Private Channels

Neurocinema e Industria Audiovisual. Neuromarketing en el Séptimo Arte

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