I apply validated principles of consumer neuroscience to your real marketing. It isn't magic or manipulation — it's understanding how the brain decides and designing communications that respect that logic.
Before investing in media buying, validating the creative reduces the cost of error and multiplies effectiveness.
Packaging, naming and value proposition can be tested before going to market. Better to find out in the lab than on the shelf.
Landing pages, checkout, forms. Neuromarketing detects frictions the user will never put into words in a survey.
Shops, hospitality, cultural spaces. Journey, lighting, sound and layout — everything affects the real buying decision.
What concrete decision are we going to validate? An ad, a piece of packaging, a landing, an experience. The method follows the problem.
Eye-tracking, EEG, GSR, facial coding or implicit testing. Each technique answers a different kind of question.
We collect data with a rigorous protocol (sample, control, replicability) and interpret it with the prudence the data demands.
Conclusions translate into concrete changes: this button here, this message first, this colour instead of that.
The concrete areas where it applies meaningfully and delivers data that traditional marketing doesn't capture:
Eye-tracking reveals the user's actual visual journey across ads, web, packaging. What is ignored is as important as what is looked at.
EEG and GSR measure whether your spot generates the emotion you intend — or whether the audience gets bored at the crucial moment.
Recall studies at 24h and 7 days reveal which elements of communication fix in long-term memory.
Implicit tests measure the strength of brand-attribute association beyond what the consumer could put into words.
The closer to the decision, the more subconscious. Neuromarketing detects friction points no classical usability test finds.
If your packaging says premium but the website looks low-cost, neuromarketing detects it. And proposes how to align it.
EEG + facial coding test of the final spot before investing in media buying. Detected attention drop at second 18 — it was re-edited.
El marketing del cerebro es más predictible que el marketing de la opinión. — Ángel Ortega Castro
Eye-tracking on 6 proposals in simulated shelf. The winning label multiplied visual fixation by 2.3.
GSR and facial coding at real check-in. Identified 3 frictions invisible to the customer but measurable. Redesign raised NPS 18 points.
When I work in applied neuromarketing, I'm not seeking to hack brains. I seek to identify which nodes in the decision process are underactivated in your communication, and reorder the message so the customer's brain processes it with the least effort possible.
Neuromarketing applies when your business decision has an important emotional or intuitive component. Four typical scenarios where it delivers more value than traditional research:
You're about to invest more than €50,000 in a campaign or a product. Validating beforehand that the market responds as expected reduces risk enormously.
The decision on shelf is taken in 3 seconds and is 95% visual. Eye-tracking here is virtually mandatory for fast-moving consumer goods.
Your conversion rate is flat despite A/B tests. The problem usually lies in frictions the user doesn't put into words — and only neuromarketing detects.
Hotels, restaurants, concept stores, cultural spaces. Every sensory detail influences perceived value — and can be measured.
No. Neuromarketing measures and describes how people decide; it doesn't generate shortcuts to force behaviour against anyone's will. Any persuasion technique works the same with or without neuromarketing behind it — the difference is that with neuromarketing we understand why it works.
It depends greatly on technique and sample. A remote eye-tracking with small sample can start at €3,000. A full EEG study with representative sample can exceed €25,000. In the first session we define which technique is viable for your concrete question and budget.
Whatever fits the project. For digital eye-tracking and facial coding I have in-house capacity. For EEG or complex neuroimaging studies I collaborate with specialist labs (Sociograph in Valladolid, BitBrain in Zaragoza, others). What matters is that each technique is applied by those who know.
Almost always yes. I've applied neuromarketing in sectors as varied as banking, wineries, hospitality, public sector, healthcare and retail. What changes between sectors isn't the discipline — it's the question the discipline must answer.
Yes, with accessible techniques. An SME with a single point of sale can do a remote eye-tracking test on its website or a facial coding study on its social media spot at reasonable budgets. Scale adapts — the discipline is the same.
First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.