The IBA Rashid Abdulla Consumer Neuroscience Laboratory offers a solution that is objective in nature and delves into consumers' subconscious response. The facilities under IBA -Rashid Abdulla Consumer Neuroscience Laboratory include, Eye tracking, Skin response (Emotional arousal), Facial response (Emotion direction) and Electroencephalography-EEG, VR Glasses and Eye tracking Glasses.
Neuromarketing stems from Neuroscience, it is drastically changing the landscape of marketing. This emerging field provides unique opportunity for marketing practitioners to have hands on observable data. Its application in marketing is widespread such as advertising effectiveness, retailing, package testing, web-design and consumer engagement, sensory response to food and fragrances, user experience, usability tests etc. The field of neuro-marketing has transformed the consumer research and has significantly changed the way we understand buying behavior. The collection of data in real time enables to make observations that are relatively objective in nature. The eye tracking technology is used to observe respondent attention towards stimuli and the facial recognition is used to observe emotional response (valence) to stimuli. The Galvanic Skin Response (GSR) is used to observe emotional intensity towards stimuli. Successful adoption of this technology will be a competitive advantage for any organization.
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