| dc.contributor.author | Núñez Cansado, María Ángeles | |
| dc.contributor.author | López López, María Aurora | |
| dc.contributor.author | Caldevilla Dominguez, David | |
| dc.date.accessioned | 2024-12-28T10:48:54Z | |
| dc.date.available | 2024-12-28T10:48:54Z | |
| dc.date.issued | 2020 | |
| dc.identifier.citation | Front. Psychol., 21 August 2020 Sec. Organizational Psychology Volume 11 | es |
| dc.identifier.issn | 1664-1078 | es |
| dc.identifier.uri | https://uvadoc.uva.es/handle/10324/73012 | |
| dc.description | Producción Científica | es |
| dc.description.abstract | The latest research in Spain indicates that the most advanced neuromarketing
consulting companies in the sector are those that have been able to innovate in
the development of their own technologies and methodologies. Despite their reduced
volume of business compared to total investment in marketing and market research
in our country, there are signs that suggest these companies have great potential
to improve this sector, which is still to be explored. For this reason, this research
straddling the ethnographic method and the theoretical–descriptive method aims
to help us better understand the characteristic features of this sector by actively
listening to the professional voices that lead it. Its epistemological value lies in
its contribution to understanding the business culture related to the professional
development of neuromarketing in our country today. The study shows that the main
human resources strategy of neuromarketing consulting companies is based on the
creation of multidisciplinary work teams. In addition, most of them develop data analysis
software, which they can safeguard under various types of copyright, and on other
occasions they manage to patent them, to later apply them to the objectives and
purposes of their company. This would also explain the widespread use of certain
procedures and resources by the vast majority of the consulting companies investigated.
Thus, the trend in the market is the implementation of different synchronization software
to the available technological and methodological resources. Others have even gone
so far as to create a new technological support to incorporate methodologies already in
use. Therefore, this gives them exclusivity in their services and the necessary competitive
advantage over their competitors. Among other factors, these inferences about how
this sector really works are very likely to be very useful in the academic field, which will
constitute a further step in generating critical thinking and in expanding the frontiers of
knowledge around this discipline. | es |
| dc.format.mimetype | application/pdf | es |
| dc.language.iso | eng | es |
| dc.publisher | Frontier | es |
| dc.rights.accessRights | info:eu-repo/semantics/openAccess | es |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
| dc.subject | Comunicación | es |
| dc.subject.classification | neuromarketing consulting companies, human resources, methodological and technological resources, economic resources, synchronization, interdisciplinarity | es |
| dc.title | Situation of Neuromarketing Consulting in Spain | es |
| dc.type | info:eu-repo/semantics/article | es |
| dc.identifier.doi | 10.3389/fpsyg.2020.01854 | es |
| dc.relation.publisherversion | https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2020.01854/full | es |
| dc.identifier.publicationfirstpage | In recent years, neuromarketing has become a useful market research tool for small and large advertisers, who see this discipline as a new way to reach the consumer with more precision and that allows them to implement marketing strategies with better effectiveness. Neuromarketing, as a field of study, can be defined as the application of neuroscientific methods to analyze and understand human behavior in relation to the markets and marketing exchanges Frontiers in | es |
| dc.identifier.publicationissue | 11 | es |
| dc.identifier.publicationlastpage | takes EDA as a reference, although as a group response, not an individual one. In this sense, it is an original and specific contribution, based on a patent, which is used exclusively as a methodology by only one of the consultancy firms studied (Martínez-Herrador, 2003; Martínez-Herrador et al., 2020). Economic Resources The consulting companies under study are classified as microenterprises with private capital from the third sector at the national level. The volume of their sales is always under 2 million euros. It is a market on the rise, with three very solvent companies, that show a very consolidated economic activity. The sales evolution in consulting companies is increasing (Figure 2). Also, all the consulting companies, except one, show increase in their sales. The net result is very variable between them (Table 8). In 2018, the total number of sales was of €1,570,109. Only 33% of our sample showed negative net results in that year. As consulting companies, taking account specifically of their sales volume, stand out in order, for the last year of recorded economic activity (2018), EMO Insights, Neurologyca, and Sociograph all exceed €400,000. Although these data help us get an idea of who exercises current leadership over the sector, an earlier study already served to detail all financial data that were known until now regarding the development of professional activity in neuromarketing in our country (Nuñez-Cansado et al., 2019). Despite it being a market sector controlled by a small number of companies, in general terms, the sector shows strong growth, doubling its sales volume in four consecutive years. This is very important if we remember that none of these companies are more than 13 years old. CONCLUSION The neuromarketing sector presents itself as an incipient field with a low net result, although with a notably growing indicator in the sales figures, that has exponentially increased to double in the last 4 years. Its total turnover amounts to 1570.09 euros, which makes its economic contribution very residual for the marketing field, according to the data given in the report made by AMES (2018), whose total revenue corresponds to the figure of 31,794 million. Thus, the neuromarketing field represents barely 4.9% of the total revenue, which could be explained by the low volume of businesses in the field. In line with these circumstances, the contributions of the ethnographic method of study are highly interesting, and it should be remembered that all directives of the sample noted in their interviews that the malpractice by unprofessional companies in our country had as a consequence the rise of a scenario of disbelief and bad press around neuromarketing, which made its development difficult until today. Nonetheless, the Latin American markets ignored the negative trends of Spain, showing a higher permeability in the hiring of these types of services. Consequently, some of the companies in our sample participated actively in Latin America carrying out specific jobs in the field of neuromarketing consulting. | es |
| dc.identifier.publicationtitle | Situation of Neuromarketing Consulting in Spain | es |
| dc.identifier.publicationvolume | 11 | es |
| dc.peerreviewed | SI | es |
| dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 Internacional | * |
| dc.type.hasVersion | info:eu-repo/semantics/publishedVersion | es |
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 Internacional