The Institute of Management, Economics and Finance of Kazan Federal University is hosting the forum “Marketing and Society: Neurotechnologies for the New Generation.” Experts from Russian universities share best practices in working in university neurolaboratories.

The participants of the event were experts - heads of neurolaboratories of Moscow State University named after M.V. Lomonosov, Moscow State Institute of International Relations, Peoples' Friendship University of Russia named after Patrice Lumumba, Tomsk State University, Nizhny Novgorod State University named after. N.I. Lobachevsky and other leading universities in the country.

Vice-Rector for Educational Activities of TSU Evgeniy Lukov spoke online. He thanked KFU, with which Tomsk University has long-standing “family” ties, for organizing the forum.

On the agenda, said Natalya Kalenskaya, head of the Department of Marketing at IUEiF, is the publication of research in the form of a monograph or collection of reports, which will serve as the basis for interdisciplinary and interuniversity bioeconomic research projects.

The guest of honor of the forum was Natalia Galkina, General Director of Neurotrend JSC. Let us remind you that a scientific and educational neuromarketing laboratory “Neurolab” was opened at KFU as part of a collaboration between the company and the university.

“This laboratory has been operating for a long time, it is one of the first and the largest of all existing ones. The neurolaboratory already trains a large number of students, provides commercial services, and has regular customers, both large commercial regional companies and ministries and departments,” the expert commented.

In an interview, when asked about the possible use of neurotechnologies in various fields, Galkina answered the following:

“Today, neurotechnologies are used in the control of various devices, in usability, in industry, in hazardous industries, in education (how to increase the efficiency of the educational process?). Neurotechnologies are concerned with what they measure – what people feel, how they perceive, that is, they measure people’s perceptions. Thus, we can tell how to make this or that educational course more effective.”

The topic of neuromarketing is of great interest. According to Galkina, the phenomenon is due to the fact that society seeks to understand how a person’s consciousness works and why he makes decisions that are unfavorable for himself.

“When it is a university with a well-known, serious background and name, then, of course, people are drawn to it because they understand that this course is presented by scientists, which means that you can really get good, high-quality knowledge there, which will be presented in a very popular language. Natalya Valerievna (editor’s note – we are talking about N. Kalenskaya), when she was putting together her course, she understood that very different people would come to it, who did not have a neurophysiological, psychological or mathematical education, knowledge of algorithms and programming,” explains CEO of Neurotrend company.

The expert recommended studying neurotechnology after completing a bachelor's degree in a master's program, explaining this by the fact that the course is interdisciplinary in nature. She also noted that among those who want to master the neuromarketing program there are many philologists and neurolinguists.

Natalya Kalenskaya, in turn, also explained the noticeable increase in demand for neuromarketing.

“We have finally caught the moment when the digital system meets a person,” says the head of the marketing department at KFU. “Now all breakthrough technologies relate specifically to neuro indicators, namely neuroresearch, cognitive research, because there is nothing more interesting than observing behavioral reactions.”

Neurolab of KFU has already completed some research on the perception of video content and optimization of the client journey while working with any service. The laboratory focuses on the real sector in order to make it easier for companies to reach the consciousness of the target audience, emphasized N. Kalenskaya.

The forum is a platform for the exchange of experience in the areas of managing neurolaboratories and preparing educational courses. At the round table, experts discuss the digital footprint, youth perception of various types of content, neuro-experiments, neuro-education technologies for overcoming learning difficulties and other relevant topics.


Source: https://media.kpfu.ru/news/v-kfu-eksperty-obsuzhdayut-neyromarketing