The Role of Neuromarketing Research Results in Development of Business

In the XXI century, customer-centricity has become a main challenge in strategic marketing. Customers' satisfaction is no longer enough. The goal of marketing is to make customers excited and happy. Building a strategy for excited customers allows us to keep this segment of people in the role of customers for a long time. The decision-making process is an important aspect of customer-centricity and has paid attention to be learned. The psychologists explain that 80% of human decisions are emotional and not logical, therefore, the role of emotional marketing has clearly increased in the new century, the direction of neuromarketing has developed at lightning speed and biometric sensors have been used in business processes to gain in-depth analysis. Neuromarketing is a new field of marketing that uses medical technology to study the brain and its reactions to marketing stimuli. It focuses on why and how purchasing decisions are made. This process is subconscious, therefore it needs in-depth study. Neuromarketing has been defined as the third dimension of research, along with quantitative and qualitative research. Neuromarketing is a field that answers questions where traditional research is powerless. This direction of marketing uses biometric sensors, examines brain activity to better perceive user behavior and needs. These biometric sensors are used at every stage of the business, from developing project idea to testing the final product. The areas of application are many: marketing, politics, websites, retail, merchandising and more. Moreover, it is well known that man is most guided not by mental schemes but by subconscious emotions. Thus neuromarketing is becoming more and more popular in our era. It allows companies to predict in advance how successful their products will be. In the future, neuromarketing will become a leading and important tool for advertising and branding. Keywords: Neuromarketing, Customer Behavior, Decision Making Process, Biometric Sensors.