About us
Our lab started with passion and a deep interest in neuro-marketing research, the lab has grown from conducting small research projects to analyzing the websites, packaging, tv adverts, and print adverts of dozens of companies on an everyday basis. Neuro-marketing is the only field of research where examination discoveries are closely linked to a real-world scenario.
Today we can confidently say that we have the best expertise and knowledge in Baltics for eye-tracking technology. Our tracking devices outputs a first-person view of a consumer and maps their accurate eye movement on the computer. Along with eye-tracking, a smartwatch also tracks its location in the physical and virtual environment.
In addition to eye tracking, we also measure people’s emotional responses, their activation levels and combine them with our eye-tracking data, giving us a great opportunity to test and optimize a wide variety of stimuli and environments.
Our goal is to provide companies, organizations, and research institutions with exceptional services and world-class research data. We also thrive to provide high-quality and hands-on learning opportunities to our students.
The Laboratory of Neuromarketing works as a Consumer Research Center in the Chair of Marketing at the University of Tartu School of Economics and Business Administration. We carry out experiments all over Estonia as well as outside Estonia.
Andres Kuusik
(Phd)
Andres is the head of the marketing at the University of Tartu School of Economics and Business Administration. For 15 years he has worked in the private sector, carrying a wide range of marketing positions ranging from specialist to marketing manager.
Over the past 10 years, he has consulted and trained many companies largely on strategic marketing management and consumer behavior.
“The times where marketing was done on gut feeling alone are starting to end. Marketing analytics is playing a more and more major role in that with each day. Besides smart CRM solutions and big data analytics, neuromarketing is one of the fields that is shaping modern marketing, making marketing decisions and activities more effective.”
Madli Kõiv
(MA)
Madli works as a marketing specialist at the University of Tartu School of Economics and Business Administration. Her work deals with creating and developing branding strategies for organizations that constantly need to reform their communications to reach a larger audience. She received her master’s degree from the University of Tartu. Her work was the first neuroscience marketing thesis which contained techniques comparing two different eye-tracking methods
Tanel Mehine
(MA)
Tanel is a Lecturer in Marketing at the School of Economics and Business Administration and a Ph.D. student who focuses on consumer behavior, both in the retail and online marketplace. After eight years of teaching, training, and consulting experience he has moved to the field of Neuromarketing, he specializes in user-friendliness of websites and online shops.
Kerli Ploom
(MSc)
Kerli is a Junior Research Fellow in Marketing and PhD student at the University of Tartu School of Economics and Business Administration. Her main research areas are international marketing and consumer cross-cultural differences. In her research, she mainly uses neuromarketing methods to research different marketing incentives, combining knowledge from many different scientific disciplines (marketing and consumer behaviour, psychology, design, cultural theory, neuromarketing).
Kristian Pentus
(MSc)
Kristian is a doctoral student and marketing assistant at the University of Tartu School of Economics and Business Administration. He has received his bachelor’s and master’s degree from the University of Tartu. His work was also the first neuroscience marketing thesis to be defended at the University of Tartu, it contained preferential combination analysis and emotion measurement.