Important studies in neuromarketing

It won’t be long until hundreds of students, sweating profusely, are putting the finishing touches on their thesises. Whether they are bachelor’s or master’s students,  many of them have linked the research topic of their study to neuromarketing. Often, the topic of the research is related to a certain company, which gives the managers a good opportunity to use neuromarketing research to test their marketing channels. But in the meantime, until we can read the fresh results, let’s take a look at a couple of research papers written in recent years.

 

THE EFFECT OF FATIGUE ON THE MOVEMENT OF THE CUSTOMER’S GAZE IN THE STORE

The goal of Karolin’s bachelor thesis was to find out what effect fatigue assessment has on eye tracking metrics based on store visit data. Karolin also wanted to understand, how oculomotor metrics change, when fatigue occurs during a store visit and whether previous theories can also be applied to the shopping process.

 

THE IMPACT OF FEMALE MODEL ATTRACTIVENESS SHOWN IN THE INSTAGRAM POST ON LUXURY BRAND EVALUTAIONS ON THE EXAMPLE OF JEWELLERY BRANDS

The aim of Helena’s bachelor’s thesis was to find out, how different attractiveness categories of female models displayed on Instagram posts influence the opinions of luxury brands, using Estonian jewelry brands as an example.

 

CLUSTERING CUSTOMER GAZE BEHAVIOUR BASED ON REAL-LIFE EYE-TRACKING DATA

Hagigat investigated gaze behaviour patterns of customers in an Estonian supermarket, based on real-life eye-tracking data collected during their natural shopping experience, clustering customers based on the gaze behaviour metrics. The results show there are very similar patterns between the demographic data of the clusters of customers based on their gaze behaviour and eye-tracking data can bring light to clustering practises of the retail stores as opposed to common practise of clustering based on demographics.

 

THE RELATIONSHIP BETWEEN THE CONTENT AND PERFORMANCE OF SOCIAL MEDIA POSTS AND THE EMOTIONS AND ATTENTION IT EVOKES, USING THE EXAMPLE OF THE FACULTY OF ECONOMICS AT THE UNIVERSITY OF TARTU

In her bachelor’s thesis, Marieta investigated whether the content of a post and the emotions and attention generated by it are related to the effectiveness of the post. In the work, she explains why social media marketing is increasingly important in a changing society and how the social media marketing of the Faculty of Economics of the University of Tartu could be made even more effective.

 

THE ROLE OF A DESIGNATED WEBSITE COMPARED TO SOCIAL MEDIA SITES ON A CUSTOMER SATISFACTION JOURNEY, USING A SMALL SERVICE ESTABLISHMENT AS AN EXAMPLE

The aim of this work was to find out, what role does the homepage play on a customer satisfaction in its customer journey. However, the case of this service company having previously only operated on social media channels.

 

PRODUCT PACKAGING ELEMENTS WHICH THE CUSTOMER SEES FIRST IN THE REAL SHOPPING SITUATION

The goal of Anette’s work was to identify the design elements of the product packaging that a person first notices in the store environment. For this purpose, she analyzed real shopping situations in the store environment based on data from eye tracking experiments.

 

THE SPEED OF FINDING A PRODUCT BASED ON THE DESIGN OF THE PACKAGE

Liisa, on the other hand, investigated, whether the speed of finding a product in a webcam eye tracking test is related to the speed of finding the same product in a mobile eye tracking test. More specifically, Liisa found out whether a web camera and a mobile eye tracking method gives similar results in eye tracking experiment, using chocolate bars as an example.

 

COMPARISON OF THE EFFECTIVENESS OF RATIONAL AND EMOTIONAL MARKETING MESSAGES IN SOCIAL MEDIA ON THE EXAMPLE OF SOCIAL MARKETING OF THE NORTHERN ESTONIAN REGIONAL HOSPITALS BLOOD CENTRE

The goal of this research was to compare the effectiveness of rational and emotional appeals through a social media campaign done on Facebook. It turned out that the effectiveness of marketing messages largely depends on the target group and profile of the target audience. But what else did they find? It is a must read!

 

THE IMPACT OF PRODUCT PREFERENCE ON THE RATE OF FINDING A PRODUCT ON THE SHELF IN THE EXAMPLE OF WINES

The purpose of Alina’s bachelor’s thesis was to investigate the nature of the packaging and to highlight the special features of wine bottles. In addition, Alina studied visual attention and brought up how eye tracking is used in research on wine packaging. She also discussed how the consumer makes a purchase decision and what exactly influences it.

 

THE DIFFERENCES IN VISITOR JOURNEY WHILE OBSERVING EXHIBITS AND THEIR LABELS, AMONG ADOLESCENTS AND ADULTS, ON THE EXAMPLE OF TARTU ART MUSEUM

The goal of this paper was to understand and analyze the visitor journey of the two focus groups and how they observe exhibit labels. Mobile eye-tracking was used to receive the data for analysis and the results base on the eye-tracking video records.

 

THE USAGE PATTERNS OF SELF-SERVICE CHECKOUTS IN RETAIL; EXAMPLE OF FIVE ESTONIAN RETAIL CHAINS

This reasearch’ aim was to find out deficiencies in self-service checkouts used in retail businesses and to make proposals to aadress these shortcomings. To achieve the purpose, Kaarel and Taavi analyzed current consumer behavior practices in the use of selfservice checkouts based on the scientific literature. They also made observational studies using eye-tracking methodology and had interviews with retail businesses’ representatives.

 

THE TRANSFER OF CELEBRITY PERSONAL BRAND IMAGE TO THE COMPANY’S BRAND IMAGE 

The aim of the master’s thesis was to find out whether the personal brand of the celebrity in the company’s advertising campaign is transferred to the image of the company’s brand. Triin and Kristina defined the terms celebrity, celebrity personal brand, company brand image and described their importance. They also provided an overview of different models for measuring and evaluating the image of a celebrity’s personal brand and a company’s brand.

 

THE DIFFERENCES OF CONTENT MARKETING PROCESSES BETWEEN B2B AND B2C MARKETING

The purpose of this masters’ thesis was to identify the differences and similarities between business-to-business (B2B) and business-to-customer (B2C) content marketing processes on the example of Estonian companies. This masters’ thesis provides a valuable theoretical contribution to the content marketing scenery as it includes the theory about content marketing, content marketing processes and compares the marketing processes between B2B and B2C.

 

THE PERCEPTION OF UNMODIFIED PACKAGE OF HEALTH FOODS AMONG ESTONIAN CONSUMERS

More and more people are paying attention to healthy and varied diet as well as reducing their ecological footprint. This way of thinking is not limited to one region but is rather a global trend which food manufacturers all over the world have to consider. The purpose of this research is to find out about the perception of unadapted health food packaging on the shelf. According to this, the following research tasks were formulated

 

NEUROMARKETING’S VALUE PROPOSITION AND THE FACTORS AFFECTING IT

The amounts spent on advertising are increasing year by year, and to succeed money needs to be spent more effectively. The main aim of marketing is to connect products with people, and it has an increasingly important role in the business success. The aim of this research is to identify the value proposition of neuromarketing services and identify the factors that affect it.

 

DIFFERENCES OF EYETRACKING GLASSES AND SCREEN BASED EYETRAKING IN PACKAGE DESIGN AND SHOPPING ENVIRONMENT

Madli and Age’s work provides a good overview of eye tracking methods and their similarities and differences. In addition, a theoretical overview of the impact of packaging and shopping environments on consumer behavior is presented. Of course, there is also an empirical part of the work, in which experiments are carried out with a discussion of the results.