El profesional del neuromarketing en el sector audiovisual español

  1. Verónica Crespo-Pereira 2
  2. Valentín-Alejandro Martínez-Fernández 1
  3. Pilar García-Soidán 2
  1. 1 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

  2. 2 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

Journal:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Year of publication: 2016

Volume: 25

Issue: 2

Pages: 209-216

Type: Article

DOI: 10.3145/EPI.2016.MAR.07 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: El profesional de la información

Abstract

The emergence of new digital business models and its subsequent impact on the consumption of audiovisual products has led to more optimized decisions and the constant refinement of the strategies of traditional 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 efficient response to audience demands. The introduction of neuromarketing is a trend that, although incipient, is becoming more established in Spain. In order to define the scope and impact of neuromarketing in its application to the Spanish audiovisual sector, this study aims to analyze both the implementation and the new professional who manages it, leading to a guide of best practices, challenges, and future development.

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Data source: Dialnet