PROJECT DETAILS

In recent years, neuromarketing has gained significant attention in the marketing world. It involves the use of neuroscience techniques to understand consumer behaviour, such as eye tracking, facial coding, and physiological measurement. These methods provide insights into consumer responses that traditional surveys or interviews may not reveal, making neuromarketing a valuable tool for marketers. One popular approach in neuromarketing is implicit methodology. This technique aims to uncover consumers' subconscious responses to marketing stimuli. While eye tracking and facial coding are powerful implicit methods, reaction time measurement (RTM) is another effective tool that has not yet been fully utilised in the field of neuromarketing. RTM measures the time it takes for a person to respond to a stimulus, and has been shown to provide additional insights into consumer behaviour. In this project, we propose adding RTM to a DIY neuromarketing platform - IMPALA - that already includes eye tracking and facial coding. This addition will broaden the range of implicit methods available to marketers, providing a more comprehensive understanding of consumer behaviour.