The Neuromarketing Research Laboratory is an advanced interdisciplinary research center where neuroscience techniques are applied to marketing, economics, and decision-making sciences, and where the biological foundations of human decisions and social behaviors are tested in real-life scenarios.
What is the Neuromarketing Research Laboratory? / What is its Purpose?
Core Purpose: The primary purpose of the Neuromarketing Research Laboratory is to scientifically measure consumers' unconscious and emotional responses to specific products, packaging designs, advertisements, and other marketing elements. The laboratory aims to gain an in-depth understanding of the role of consumers' mental and emotional processes in decision-making by revealing brain and biological activity data that traditional marketing research methods may not detect. It is not only a consumer analysis center but also a valuable academic research platform that investigates the biological foundations of human behavior.
Equipment and Technical Infrastructure Available in the Laboratory
Key Features: The laboratory uses state-of-the-art brain imaging and activity measurement tools to record neurological and physiological changes that occur in response to stimuli with high precision.
- Electroencephalography (EEG): A brain imaging and activity measurement tool that measures instantaneous bioelectrical fluctuations in the brain and cognitive load while consumers are exposed to marketing stimuli.
- Eye Tracking System (Eyetracking): A tracking system that records the areas users or consumers focus on in advertisements, packaging, or digital interfaces, as well as visual attention durations and pupil movements.
- Advanced Statistical Analysis Equipment: Specialized analysis and data-processing software used to process complex neurological and physiological data obtained from EEG and Eye Tracking devices.
Research and Application Areas
Academic Contribution: Objective data obtained within the laboratory are jointly interpreted by marketing and neuroscience experts and contributed to both academic literature and industry. The laboratory's main research areas include:
- Measurement of Unconscious Consumer Responses: Analysis of automatic and unconscious brain responses developed by consumers toward brand perception, advertisements, logos, and packaging designs.
- Decision-Making Science and Neuroeconomics: Examination of the biological and neurological processes that occur in the brain when individuals make purchasing decisions, perceive prices, or face risk.
- Biological Foundations of Human Social Behavior: Beyond consumer preferences, examining human interactions with their social environment and their preferences under real-life conditions.
- Visual Attention and Perception Research: Identifying which areas of marketing materials attract attention and which areas are overlooked using Eye Tracking technology.
Contributions to Students and Industry
- Multidisciplinary Working Culture: Brings marketing researchers and neuroscience experts together under one roof, enabling data to be approached from a multidimensional and scientific perspective.
- Reliable and Verifiable Industry Data: Provides reliable strategic insights based entirely on biological and neurological evidence, going beyond self-reported survey data in consumer analyses required by the industry.
- Contribution to Academic Literature: Provides a foundation for producing high-quality scientific publications on decision-making mechanisms by enabling real-life scenarios to be tested in a laboratory environment.
