Neuromarketing is the application of techniques derived from neuroscience field to marketing. It studies the effects that advertisements and other communication actions have on the human brain with the aim of being able to perceive consumer behaviour. Therefore, It is a specific type of marketing research which uses biometric measurements (brain activity, heart rate, galvanic skin response…) of the participants studied to obtain conclusions.
Able to measure the Attention and Emotion of up to 128 participants!
Marketing pretends to know in advance what exists in the mind of consumers. So far, it has used techniques and tools based on social sciences such as questioners, interviews, surveys, among other, always subject to interpretation. However, Neuromarketing pretends to overcome the limits of the classical model and focus on the external manifestations instead of the interpretations of such external manifestations from the organic point of view.
The basis of Sociopgraph is the measurement through individual sensors connected to the hand of each participant that forms part of the Study Group of electrodermal activity (EDA),both in its joint processing and in a real time, from a sample of time series analysis.