INVAR Neuromarketing method and system

Abstract

In recent years, the focus of marketing methods has been the user rather than advertising. A wide range of customer satisfaction surveys, post-screening answers and reviews are a staple of marketing for that purpose. In search for innovative ways to survey customer satisfaction, new concepts have emerged recently and several biometric methods and systems have been developed. This research integrates Damasio’s Somatic marker hypothesis, statistical analysis, biometric systems, the neuro-questionnaire, multiple criteria analysis methods and intelligent systems. The objective of this research was to develop the .INVAR Neuromarketing method and system. The INVAR Neuromarketing method and system can determine: the effectiveness of a video ad and its individual frames; ad frames that make viewers most happy, sad, angry, surprised, scared, disgusted, bored, interested or confused; the effect of a video ad on the short-term and long-term memory; the most positive or negative video ad, etc. This article presents these studies and their results in greater detail.