RT info:eu-repo/semantics/article
T1 Situation of Neuromarketing Consulting in Spain
A1 Núñez Cansado, María Ángeles
A1 López López, María Aurora
A1 Caldevilla Dominguez, David
K1 Comunicación
K1 neuromarketing consulting companies, human resources, methodological and technological resources, economic resources, synchronization, interdisciplinarity
AB The latest research in Spain indicates that the most advanced neuromarketingconsulting companies in the sector are those that have been able to innovate inthe development of their own technologies and methodologies. Despite their reducedvolume of business compared to total investment in marketing and market researchin our country, there are signs that suggest these companies have great potentialto improve this sector, which is still to be explored. For this reason, this researchstraddling the ethnographic method and the theoretical–descriptive method aimsto help us better understand the characteristic features of this sector by activelylistening to the professional voices that lead it. Its epistemological value lies inits contribution to understanding the business culture related to the professionaldevelopment of neuromarketing in our country today. The study shows that the mainhuman resources strategy of neuromarketing consulting companies is based on thecreation of multidisciplinary work teams. In addition, most of them develop data analysissoftware, which they can safeguard under various types of copyright, and on otheroccasions they manage to patent them, to later apply them to the objectives andpurposes of their company. This would also explain the widespread use of certainprocedures and resources by the vast majority of the consulting companies investigated.Thus, the trend in the market is the implementation of different synchronization softwareto the available technological and methodological resources. Others have even goneso far as to create a new technological support to incorporate methodologies already inuse. Therefore, this gives them exclusivity in their services and the necessary competitiveadvantage over their competitors. Among other factors, these inferences about howthis sector really works are very likely to be very useful in the academic field, which willconstitute a further step in generating critical thinking and in expanding the frontiers ofknowledge around this discipline.
PB Frontier
SN 1664-1078
YR 2020
FD 2020
LK https://uvadoc.uva.es/handle/10324/73012
UL https://uvadoc.uva.es/handle/10324/73012
LA eng
NO Front. Psychol., 21 August 2020 Sec. Organizational Psychology Volume 11
NO Producción Científica
DS UVaDOC
RD 18-jun-2025