On September 16, 2024, at the invitation of Olena Yevseytseva, the guarantor of the EPP “Marketing” and Pavel Shevchuk, the assistant of the Department of Marketing and Communication Design, a guest lecture was held by Kateryna Ilchenko, the founder of the neuromarketing research agency “Neuro-knowledge”, in the framework of the courses “Management of Consumer Behavior” and “Marketing Research”, on the topic “What is neuromarketing and why does business need it?”.
Kateryna Ilchenko is the director of neuromarketing research agency "Neuro-knowledge", with more than 20 years in the communication business. She specializes in communications strategy, management of advertising campaigns, branding, and integration of marketing communications. The main clients of "Neuro-knowledge" are Mondelez, Jacobs Douwe Egberts, Peugeot, Renault, AbInBev, TEVA, Rozetka, Nutricia, Raiffaisen Bank Aval, Alfa Bank, Immochan, IDS, etc.
During the event, the students were presented with the history of the emergence of neuroscience, in particular, its integration into marketing research. The participants learned about modern approaches in consumer behavior research and considered practical cases of neuromarketing research conducted in Ukraine. Particular attention was paid to the use of the latest equipment to study the process of consumer decision-making regarding the purchase.
Neuromarketing, as a science, arose at the intersection of neurobiology and marketing. Its development began in 2002 with the aim of gaining a deeper understanding of consumer behavioral responses by measuring brain activity. After the lectures, the students received answers to the question: What is more important – emotions or ratio? How is the purchase decision made? Does brand loyalty exist? How does advertising work?
Undoubtedly, modern research makes it possible to obtain more accurate data about emotional and cognitive processes during the choice of goods or services, opening up new opportunities for effective construction of marketing strategies.
The lecture aroused lively interest among the students and contributed to further interest in modern innovative methods in marketing research.
09.10.2024
