Business & Marketing

Implicit bias tests, particularly the Implicit Association Test (IAT) and priming-based paradigms, have long been used to investigate automatic associations that influence human judgment and behavior (Greenwald & Banaji, 1995; Greenwald et al., 1998). In recent years, advances in neuroscience and brain-monitoring technologies have expanded the methodological toolkit available to researchers studying implicit cognition (Forbes et al., 2012; Schiller et al., 2016; Yatsenko et al., 2025).

Can technology truly read our thoughts and emotions, and adapt the digital world in real time? What once belonged to science fiction is now possible, thanks to the convergence of electroencephalography (EEG) and virtual reality (VR). This fusion enables us not only to measure attention, emotion, and cognitive fatigue, but also to personalize digital experiences in real-time, fundamentally redefining human–machine interaction. With recent advances in portable EEG and VR technology, it is now possible to access and respond to a user’s brain state in real-time. This breakthrough is already enabling personalized rehabilitation, adaptive gaming, cognitive training, and clinical diagnostics, laying the groundwork for a new generation of neurotechnology solutions.

Neuromarketing is quickly becoming one of the most talked-about trends in the business and advertising world. As more professionals turn to this emerging discipline, the buzz surrounding its potential continues to grow. But what exactly is neuromarketing? In simple terms, it’s the intersection of neuroscience and marketing, a field that uses brain science, psychology, and behavioral data to understand how people make decisions. By analyzing brain activity and physiological signals, neuromarketing uncovers the subconscious drivers behind consumer behavior.

Neuromarketing is gaining increasing popularity among companies. While it's widely understood as the application of neuroscience to marketing, how it’s implemented can vary significantly. Depending on its focus, we can distinguish between theoretical and applied neuromarketing. But what exactly sets them apart?

The Implicit Association Test (IAT) is a research tool that uncovers unconscious attitudes and beliefs. In this article, you'll discover what the IAT is and how it reveals hidden aspects of yourself through a quick 10-minute test.

Road safety remains a critical challenge in modern society, where increasing mobility also brings greater risks. Understanding how people truly respond to prevention messages is essential, and this goes beyond what they consciously report. In this context, unconscious reactions play a key role in determining the effectiveness of traffic campaigns.

Product placement is an increasingly prevalent marketing communication technique in video games. It allows a direct connection between the brand and the consumer in a non-intrusive way, taking advantage of the enjoyment of the game experience. In this post, we will offer a first approach on what product placement is, how we can detect it in videogames and some initial results on its functioning at the cerebral and psychophysiological level derived from a research we conducted.

Geolocalization is key to multiple applications and services. Indoor Positioning Systems (IPS) are key to extend these services indoors where GPS systems are not reliable. IPS are integrated and can be deployed in homes and buildings, and can interact with smart devices to provide them with spatial context. In this post we will explain how IPS work, what types of IPS technology exist, its features and its main applications to track people, from hospitals to market research.

Eye tracking has become an invaluable tool for understanding attention, visual behavior and human behavior in a number of diverse fields, from psychology, neurophysiology, user experience, market research/neuromarketing, etc. The technology can also be used for medical analysis and screening, and it provides a new method of interaction.

We believe that reality is exactly what we perceive but really, this is just an illusion of our own brain. This happens because our brain takes shortcuts to interpret information and adapt to our surroundings: heuristics on which the brain relies to understand the reality perceived, but… can we always trust our brain when it utilizes these resources?

Neuromarketing is a new discipline that complements marketing research and makes use of scientific laboratories and techniques such as brain imaging (with EEG), implicit response tests, eye-tracking and facial coding, to name a few. Do you know all the existing techniques, their advantages, and limitations?

Most people believe that even basic emotions are capable of clouding our judgement, thus affecting our ability to make rational decisions. However, the reality is more complicated than this, and neuroscience holds the key to understanding why.

Today, brands are forced to employ increasingly novel approaches when assessing what drives consumers. To this end, many work with specialised neuromarketing companies that carry out implicit research studies. But what do these companies actually do? And what techniques do they use?

In an interconnected world where almost everybody visits the internet on a daily basis, online searches have become the most common way of obtaining information. So what are the best sources of neuromarketing news?

'Buy buttons', reptilian brains, brain reading… Science fiction or reality? Manipulation or exaggeration? Is there a limit to the direct influence of brands on consumer behaviour and purchase decisions? Is neuromarketing ethical?