The authors of the study found a way to more accurately assess people's reactions using the "Neurobarometer" software and hardware complex, which reads the neurophysiological indicators of the human body.

Scientists of the Russian company "Neurotrend" of the market of the National Technological Initiative "Neuronet" have developed a software and hardware complex that allows analyzing consumer reactions to advertising content and the use of a specific product or service at the neurophysiological level. The development will improve the accuracy of marketing research, the NTI Information Bureau told TASS on Monday.

Marketers study the attitude of consumers to a product or service through surveys and "in-depth interviews", during which respondents describe their emotions from viewing advertising content and impressions of the product or service itself. The authors of the study found a way to more accurately assess people's reactions using the "Neurobarometer" software and hardware complex, which reads the neurophysiological indicators of the human body.

"The Neurobarometer is based on a set of equipment. With the help of a wireless neural headset, which is put on the respondent's head, signals of bioelectric brain activity are recorded, eye movement recorders take readings of eye motor activity, the system also registers vegetative reactions (respiratory rate, skin conduction, pulse, vascular lumen, etc.). As a result, you can find out exactly when and on what detail attention and interest are concentrated while watching a commercial or walking along the counter. In combination with a short survey, this approach can give very accurate forecasts of consumer behavior, which means the success of advertising campaigns," the NTI Information Bureau told TASS.

After processing the received data with a "Neurobarometer", marketers will be able to understand how quickly a person remembers a slogan, whether he sympathizes with the hero of the video, how actively he shows interest in the product. All parameters will be presented as percentages on a scale from 1 to 100.

"The conclusions will also be broken down by industry and target groups, since 60% may be bad for one product, and 35% will be good for another. The distribution of these complexes will also solve the problem of the lack of a single platform of standards for neuromarketing research and indicators," Natalia Galkina, General Director of the Neurotrend company, explained to TASS.

By the end of February, the developers plan to complete work on the creation of the first five pre-production samples of the complexes. The development will appear on the market in 2020.

NTI

The National Technology Initiative (NTI) is a long-term program to create new markets and provide conditions for Russia's technological leadership by 2035. The tasks of the NTI are integrated into the national project "Science". Thus, according to the passport of the national project, 14 NTI competence centers have been created in Russia.Within the framework of the NTI, the roadmaps for the development of technologies in the areas (markets) of Aeronet, Autonet, Marinet, Neuronet, Helsnet, Energinet, Technet and the Circle Movement were approved. Among the "end-to-end technologies" of NTI are artificial intelligence, the Internet of things, big data, quantum technologies, new and portable energy sources, neurotechnologies and others. For the development of these markets, industry unions of the same name have been created, among which is the Neuronet industry union.

Original article: https://futurerussia.gov.ru/nacionalnye-proekty/razrabotka-ucenyh-pozvolit-marketologam-predskazyvat-uspeh-reklamnyh-kampanij