University of Tehran in partnership with Neurotrend held the first international conference on neuromarketing in the MENA region.

Tehran University of Medical Sciences (TUMS) and Neurotrend held in Tehran the First international conference on consumer neurosciences and neuromarketing in the MENA region on May 11-12. A workshop was organised at the conference, within the framework of which neuromarketing research of Iranian advertising was carried out using the equipment of the Neurotrend neurolaboratory.

The first day of the conference was dedicated to academic neurosciences, the knowledge that laid the foundation for neuromarketing. There were presentations by prominent scientists from Russia and Iran. The conference was opened by the President of theThe Iranian Neuroscience Society (INSS), Dr. Mohammadtagi Jogatai. Dr. Sajjad Sahab, head of international relations at the Iranian Ministry of Health, discussed the role of the brain in decision making and consumer behavior. Neurotrend CTO Mikhail Komkov, together with Dr. Bahador Makiabadi from TUMS, covered the technical side of neuromarketing research and talked about the capabilities of modern equipment. Anna Shestakova, Director of the HSE Institute of Cognitive Neuroscience, touched upon the ethics of neuromarketing.

May 12 was devoted to the practice of neuromarketing. Doctor of Economics, Professor, Head of the Department of Marketing at Kazan Federal University Natalia Kalenskaya told how KFU uses the neuromarketing laboratory for education and commercial research. Marina Toledo, Professor at the University of Sao Paulo talked about the application of neuromarketing research in the tourism sector.

Alesya Chichinkina, Chief Communications Officer and the Head of International Development of Neurotrend, and Iman Ghodratitoostani, R&D Director of Arman Rahaba held a panel discussion on the practice of neuromarketing, followed by the signing of a distribution agreement between Neurotrend and Arman Rahaba.

A two-day workshop was organised at the conference, within the framework of which neuromarketing studies of advertising of Iranian banks on Neurotrend equipment was held. At the end of the conference, Neurotrend presented the results of the study.

This conference was designed to build the first business and university ties in the field of neuromarketing between Iran and Russia and lay the foundation for the development of neuromarketing in the region.