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

: pp. 9 - 18
Lviv Polytechnic National University Department of Marketing and Logistic
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.

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