1. SMEU
  2. All Volumes and Issues
  3. Volume 2, Number 2, 2020
  4. Comparison of Predictive Validity of a Focus Group and Cognitive Marketing Methods

Comparison of Predictive Validity of a Focus Group and Cognitive Marketing Methods

SMEU.
2020;
Volume 2, Number 2
: pp. 9 - 18
https://doi.org/10.23939/smeu2020.02.009
Authors:
  1. U. Balyk
  2. M. Kolisnyk
1
Lviv Polytechnic National University Department of Marketing and Logistic
2
Ukrainian Catholic University Department of Management and Organizational Development

The article examines topicality and peculiarities of using neuromarketing methods. The potential of a focus group method and latest achievements in cognitive neuromarketing are described. Food tasting has been used to make a comparative evaluation of the predictive validity of a classic neuromarketing method — focus groups and up-to-date cognitive neuromarketing methods. In particular, neuromarketing methods have been used to carry out the analysis of the test participants’ cognitive and emotional indicators (stress, engagment, interest, excitement, focus, relaxation), which had been obtained during observation, sniffing at, tasting (chewing) and aftertaste sensation of the food. This test made it possible to draw conclusions based on gender differences about each stage of the test participant’s interaction with the food (appearance, smell, taste, aftertaste). Cognitive neuromarketing and a focus group methods have been used to analyze the test participant’s responses to the tasting process itself (food staying in a mouth). On the basis of the study results and with regard to gender differences the information about significance of the food taste properties, their weaknesses and possibilities to improve them has been obtained. The influence of gender on the study results in the group has been investigated using the focus group method.

neuromarketing
behaviour economic
customers
marketing methods
  1. Aldayel, M., Ykhlef, M., & Al-Nafjan, A. (2020). Deep Learning for EEG-Based Preference Classification in Neuromarketing. Applied Sciences, 10(4), 1525. https://doi.org/10.3390/app10041525
  2. Dzedzickis, A., Kaklauskas, A., & Bucinskas, V. (2020). Human Emotion Recognition: Review of Sensors and Methods. Sensors, 20(3), 592. https://doi.org/10.3390/s20030592
  3. Fathima, A., & Vaidehi, K. (2020). Review on Facial Expression Recognition System Using Machine Learning Techniques. In Advances in Decision Sciences, Image Processing, Security and Computer Vision (pp. 608- 618). Springer, Cham. https://doi.org/10.1007/978-3-030-24318-0_70
  4. Finch, H., & Lewis, J. (2003). Focus groups. Qualitative research practice: A guide for social science students and researchers, 170-198.
  5. Holmqvist, K., & Andersson, R. (2017). Eye tracking: A comprehensive guide to methods, paradigms, and measures. Lund: CreateSpace Independent Publishing Platform.
  6. Insight (2020). Emotiv. Retrieved from https://www.emotiv.com/insight.
  7. Kamberelis, G., & Dimitriadis, G. (2013). Focus groups. London: Routledge https://doi.org/10.4324/9780203590447
  8. Kenrick, D. T., & Griskevicius, V. (2013). The Rational Animal: How Evolution Made Us Smarter Than We Think. Philadelphia: Basic Books.
  9. Lewis, D. (2013). The Brain Sell: When Science Meets Shopping; How the new mind sciences and the persuasion industry are reading our thoughts, influencing our emotions, and stimulating us to shop. Hachette UK.
  10. Lyapina, I. R., Uvarova, A. Y., Sibirskaya, E. V., Pashkevich, L. A., & Tikhoykina, I. M. (2020). Cognitive Science and Neuromarketing in Behavioral Economics. In Growth Poles of the Global  Economy: Emergence, Changes and Future Perspectives (pp. 925-935). Springer, Cham. https://doi.org/10.1007/978-3-030-15160-7_92
  11. Maksymenko, S., Tkach, B., Lytvynchuk, L., & Onufriieva, L. (2019). Neuro-Psycholinguistic Study of Political Slogans in Outdoor Advertising. PSYCHOLINGUISTICS, 26(1), 246-264. https://doi.org/10.31470/2309-1797-2019-26-1-246-264
  12. Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135. https://doi.org/10.1007/s12115-010-9408-1
  13. Phinyomark, A., Campbell, E., & Scheme, E. (2020). Surface Electromyography (EMG) Signal Processing, Classification, and Practical Considerations. In Biomedical Signal Processing (pp. 3-29). Springer, Singapore. https://doi.org/10.1007/978-981-13-9097-5_1
  14. Stewart, D. W., & Shamdasani, P. N. (2014). Focus groups: Theory and practice (Vol. 20). Sage publications.
  15. Walsh, G., Deseniss, A., & Kilian, T. (2020). Konsumentenverhalten. In Marketing (pp. 45-104). Springer Gabler, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-58941-0_2
  16. Yadava, M., Kumar, P.,Saini, R., Roy, P.P., & Dogra, D.P. (2017). Analysis of EEG signals and its application to neuromarketing. Multimedia Tools and Applications, 76(18), 19087–19111.
  17. Zurawicki, L. (2010). Neuromarketing: Exploring the brain of the consumer. Springer Science & Business Media. https://doi.org/10.1007/978-3-540-77829-5