NEUROSOLV (Neuromarketing solutions for the Catalan business ecosystem) is one of the four IQS projects that obtained funding from the Knowledge Industry Grants program – LLAVOR modality awarded by the Agency for the Management of University and Research Grants (AGAUR) within the Government of Catalonia in the 2023 call.
The NEUROSOLV project obtained funding within the 2023 call for the Knowledge Industry Grants program – LLAVOR modality to develop a system of innovative neuromarketing services.
On the closing day – Demo day of the LLAVOR 2023 call, held on 16 July, NEUROSOLV was one of the eight projects selected to explain their experience in front of authorities and stakeholders. The presentation was given by Dr Jorge Matute Vallejo and Dr Jan-Hinrich Meyer, leaders of the project.
Neuro and biosensors in consumer behavior
The market for Neuromarketing solutions in Catalonia faces several challenges: it is fragmented, perceived as expensive and not very applicable, and it lacks scientific rigor and validity in many cases.
The Neuro & Digital Marketing laboratory, coordinated by Dr Matute and Dr Meyer in the Consumer Behavior Perspectives (CONHATIVE) research group within the IQS School of Management boasts the experience and technology necessary to address these issues. This laboratory facilitates the transfer of knowledge to potential partners and improves existing solutions on the market, offering innovative, scalable, and scientifically validated neuromarketing services to diverse audiences throughout Catalonia. The group’s capabilities include sensory, olfactory, and gustatory testing, eye tracking (with mobileeye-tracking devices and screen-based technologies), electroencephalograms (EEG), facial identification of emotions, measurement of galvanic skin response (GSR), and voice identification of emotional states.
The main objective of the NEUROSOLV project has been to evaluate the viability of a business idea based on this technological solution, providing advanced neuromarketing services to companies, NGOs, or governmental entities. Therefore, it is seeking to strengthen the position of neuromarketing in Catalonia and promoting the transfer of knowledge to the Catalan business community by consolidating, enriching, and disseminating the knowledge produced in the IQS Neuromarketing laboratory.
By combining the current needs of companies with more reliable and valid market information on non-conscious consumer behavior with the scientific approach of the CONHATIVE group, the project aims to provide potential customers with the tools and knowledge necessary to improve data-driven decision-making, thus enabling them to optimize their strategies.
With NEUROSOLV, a portfolio of integrated neuromarketing services will be developed in laboratory or online environments and the results will be transferred to society with the aim of offering a value-added service to the business community in Catalonia and to any type of public or private entity.
The LLAVOR grants are intended for innovative projects in the initial phase of the plan for transferring technology or knowledge with the potential to be incorporated into the productive sector and generate value in society. The objective of these grants is to finance the actions included in the plan to study and validate their technical and commercial viability and reach a sufficient degree of maturity that allows the proof-of-concept or service validation phase to offer guarantees.
