Neuromarketing Research and its Application in Marketing Activities. Some Examples

The following questions were my inspiration to literature study and empirical research in this article in order to offer optimal marketing solutions and to show how neuromarketing research is applied in Poland depending on marketing needs: How to examine deeply hidden emotions ? How to reach the human subconsciousness ? How to recognize processes happening in the brain in certain situations (particularly under marketing stimulants) ? The aim of this article is to explain the basic methods of neuromarketing research and to present the research results due to their applications in different areas of marketing activities on the Polish market. At first, under current environmental factors which induce to apply neuromarketing research for the sake of effective marketing activities, the definition of them and the systematics were described in this article. Then, the methods such as: eyetracking, electromyography, voice analysis, reaction time, functional magnetic resonance imaging, electroencephalography and galvanic skin response were characterized. Neuromarketing research enable to reach the human subconsciousness and also it is very helpful in the process of optimization of varied marketing tools, such as advertising, packaging, the web interface. The author’s intention was to introduce neuromarketing research for marketing activities, to show the usefulness of the discussed methods, to recognize the Polish market of neuromarketing research and to describe examples of their application in Poland.