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picture News January, 22 2019
image: Eye-Tracking and Measuring Emotions Eye-Tracking and Measuring Emotions

There are two ways to find out if a marketing campaign or a new packaging will create the impact and awareness wanted. Either you launch it and hope for the best. Or, you study and evaluate consumers’ response before the launch.

The latter method was on the agenda as Andres Kuusik - Associate Professor in Marketing, and Kristian Pentus - Assistant in Marketing, both from the University of Tartu, gave us an introduction to Neuromarketing at SCCE’s After Business Hours Seminar, Thursday 4 May.

Neuromarketing is a scientific field that applies the principles of neuroscience to marketing research. By using sophisticated psycho physiological measurement technologies, neuromarketing study consumers' response to marketing stimuli in print advertising, TV commercials, webpages, as well as product packages.

Modern marketers seek new research paradigms to explore preconscious, nonverbal stages of consumer behavior, often turning to brain science because some mental processes, particularly those underlying conscious awareness, could be better understood by analyzing neuro physiological reactions.

Neuromarketing technologies used today, mainly involve eye-tracking and emotion measuring, and at our seminar we got the opportunity to take part in live eye-tracking demonstrations.


On behalf of the SCCE, I would like to thank Andres Kuusik and Kristian Pentus for their very interesting presentations. My thanks also go to Radisson Meriton Conference & Spa Hotel for a very nice set up of our After Business Hours Seminar, and of course also to all participants who took a very active part in the seminar and the demonstrations.


Kristiina Sikk

SCCE Ombudsman

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· Neuromarketing

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