NeuroService project presented in the latest Laurea Forerunner Magazine.
Ending in March, the NeuroService project worked in co-operation with companies to develop processes for researching consumer preferences using brain research methods.
Laurea University of Applied Sciences (UAS) conducted research on neuromarketing, i.e. the forecasting of consumer purchasing decisions using brain research methods, for several years. Neuromarketing also involved in the NeuroService project, which was completed as part of the Tekes Feelings research programme in 2014-2016.
In the NeuroService project, three fMRI (functional magnetic resonance imaging) studies were conducted together with partner companies. The objective of these studies was to develop a process, which could be used to more effectively apply brain research data in company RDI and marketing processes.
The project consisted of three brain research studies, which were planned together with the companies. The study examined products from Valio, MTV, SRV, Voitto and The Active Paper Company. The research subjects included images associated with new products, services and marketing communications.
The research subjects and goals were planned in multidisciplinary idea workshops. Employees of participating companies, project researchers and clients and students attended the workshops.
Interpreter between science and business
Sini Maunula, who earned her Bachelor of Business Administration from Laurea UAS, served as project coordinator for the NeuroService project. She had already learned about neuromarketing during her studies, when she first completed a placement at the Laurea NeuroLab and then later did her thesis on neuromarketing.
- I myself am a consumer, so it's important to know what factors affect my own consumer behavior. Neuromarketing is one way to reveal the factors behind human behaviour, explains Maunula, describing her interest in the subject.
Maunula was involved in preparations for the NeuroService project already during her studies. Among other things, she prepared materials, which could be used to more concretely communicate the benefits of neuromarketing to companies.
- Brain researchers naturally understand talking about activating a certain area of the brain, but you can't talk that way to companies, she explains.
- An intermediary or interpreter, who knows how to speak the language of both science and business, is needed between researchers and companies.
Read the latest issue of Laurea Forerunner Magazine here.