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NEURO-MAR
Founded by Seda Genc in 2015, NEURO-MAR is the leading neuromarketing consultancy company in Turkey , and a worldwide partner of Neurons Inc.
In the inaugural Middle East Stevie Awards, NEURO-MAR won the 2020 Gold Stevie Award for Innovation in Science for their #BrainIT Neuromarketing Project.
To understand their customers, most companies use traditional research methods such as surveys and one-to-one interviews to reveal customer insight. Yet, this approach is often insufficient to reveal true insight because written and verbal statements can be misleading because they are conscious answers. This is where consumer neuroscience can play a role.
In the #BrainIT Neuromarketing Project, NEURO-MAR simulated the business life of IT executives with a number of game scenarios. Nuero-mar was able to see how they responded to uncertainty, management difficulties, their approach to traditional architecture, their response to happiness and the presentation of hyper-integrated IT architecture by monitoring their brainwaves and attention levels with EEG and eye tracking devices.
NEURO-MAR observed how participants reacted to the stimulus by following the brain waves, revealing their true motivation and interest to the new product presentation. The neuromarketing research was supported with traditional methods like questionnaires and one-on-one interviews to achieve more reliable results.
The cognitive data NEURO-MAR obtained is much more valuable than data obtained from the artificial intelligence and analytical tools that are very popular today. With this research, Nuero-mar has created an environment in which they can measure by scientific methods in order to reveal customer insight and understand the customer experience.