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The neuromarketing professional in the Spanish audiovisual sector

Abstract:

The emergence of new digital business models and its subsequent impact on the consumpton of audiovisual products has led to more optmized decisions and the constant refinement of the strategies of traditonal media groups. In the last several years some major audiovisual companies have begun to incorporate novel methodological developments into their market research in order to give a more eficient response to audience demands. The introducton of neuromarketng is a trend that, although incipient, is becoming more established in Spain. In order to define the scope and impact of neuromarketng in its applicaton to the Spanish audiovisual sector, this study aims to analyze both the implementaton and the new professional who manages it, leading to a guide of best practces, challenges, and future development.