지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
Neuromarketing have grown up at Europe and U.S and are spreading rapidly. Nowadays, many of global companies use Neuromarketing techniques when they release new products or Services. In South Korea, Neuromarketing was relatively lately started(2006), but is spreading steadily. As a founder of first neuromarketing research firm, I will describe practical neuromaketing methodologies and introduce the cases especially concerned the ‘space (management)’.
In korea, many kinds of methodologies are used for Neuromarketing - Not only fMRI and EEG, but also Eyetracking, path-tracking, GSR, Pupilography, EMG, facial expression detection and traditional cognitive psychological experiments like response time analysis and so on.
So, "Measurement based research" is more adequate term in field, rather than "Neuromarketing".
The most popular methodologies are Eye tracking, pathtracking and experimental psychological test. On the other hand, fMRI cases are very rare because of high-price, lack of fMRI facilities, customer"s misunderstandings and absence of "killer-application". Main applications of neuromarketing are UX evaluation, service-designing, Advertisement effect evaluation, Shopper research, Design evaluation, Brand-image evaluation so on.
There are three major approaches for evaluation of ‘space efficiency’ ; Analysis of ‘space occupation(dwell time)’. Analysis of ‘visuality of signage’ and construction of ‘space - emotion map’. All of them are used for marketing vividly, by global companies, Government and research institutes.
In korea, many kinds of methodologies are used for Neuromarketing - Not only fMRI and EEG, but also Eyetracking, path-tracking, GSR, Pupilography, EMG, facial expression detection and traditional cognitive psychological experiments like response time analysis and so on.
So, "Measurement based research" is more adequate term in field, rather than "Neuromarketing".
The most popular methodologies are Eye tracking, pathtracking and experimental psychological test. On the other hand, fMRI cases are very rare because of high-price, lack of fMRI facilities, customer"s misunderstandings and absence of "killer-application". Main applications of neuromarketing are UX evaluation, service-designing, Advertisement effect evaluation, Shopper research, Design evaluation, Brand-image evaluation so on.
There are three major approaches for evaluation of ‘space efficiency’ ; Analysis of ‘space occupation(dwell time)’. Analysis of ‘visuality of signage’ and construction of ‘space - emotion map’. All of them are used for marketing vividly, by global companies, Government and research institutes.
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뉴로마케팅이란 무엇인가
공간과 뉴로마케팅
향후 발전 방향
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UCI(KEPA) : I410-ECN-0101-2015-500-002465683