NEURORESEARCH&NEUROMARKETING: Innovando las Investigadoras de mercado a través del EYETRACKING
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2013
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El presente trabajo está enfocado en conseguir que las investigadoras de mercado existentes en la ciudad de Guayaquil, amplíen sus horizontes en el uso de una de las técnicas más innovadoras que posee el Neuromarketing (Fusión entre el Marketing con conocimientos provenientes de las Neurociencias) que es el Eyetracking (Seguimiento ocular), la cual en la actualidad no se ha llegado a expandir en su totalidad; esto puede ocurrir por varios motivos: porque las empresas no tienen conocimiento de la efectividad de la misma, no buscan su aplicación por las rutinas estratégicas o simplemente el temor de las empresas a las
nuevas tendencias. Es indispensable recalcar que esta técnica tiene su inicio desde el Neuroresearch (nueva tendencia en Investigación de Mercado apoyada en la utilización de la más avanzada tecnología) que permite a las empresasestudiar, profundizar y entender más al consumidor que al mercado.
Es importante esclarecer que esta nueva tendencia no busca reemplazar las técnicas convencionales, como son las entrevistas, encuestas, focus group, la observación, entre otras, sino que su objetivo fundamental es
complementarlas y, de esta manera, obtener la optimización de recursos y la efectividad de las gestiones del Marketing.Nuestro deseo es romper paradigmas y lograr que conciban la idea, que las empresas que no evolucionen simultáneamente con el mundo, buscarán estancarse y, por consiguiente, vivir en un conformismo, el cual los llevará hacia la declinación de sus actividades.
Y es que el Neuromarketing conjuntamente con el Eyetracking, transforman totalmente la visión del em
Deseamos difundir a las investigadoras de mercado que esta nueva técnica les dará un enfoque para dar inicio a la innovación, trabajando dela mano con las técnicas de paper research.
This work is focused on getting investigating existing market in the city of Guayaquil, broaden their horizons in the use of one of the most innovative techniques which owns Neuromarketing (Fusion between Marketing with knowledge from neuroscience) which is the Eyetracking (eye tracking), which currently has not been reached expand as a whole; this can occur for several reasons: because companies are not aware of the effectiveness of it, they do not seek implementation by strategic routines or simply the fear of the companies new tendencies. It is essential to emphasize that this technique got its start from the Neuroresearch (new trend in market research supported by the use of the most advanced technology) that enables empresasestudiar, deepen and understand more the consumer market. It is important to clarify that this new trend does not seek to replace conventional techniques, such as interviews, surveys, focus groups, observation, among others, but their main objective is complement and, thus, obtain the optimization of resources and the effectiveness of the efforts of Marketing.Nuestro desire is to break paradigms and make conceive the idea that companies that do not evolve simultaneously with the world, seek stagnate and therefore , living in a conformism, which will lead to the decline of their activities. And the Neuromarketing conjunction with Eyetracking completely transform the vision of em We want to disseminate market investigating this new technique will give a focus to begin innovation, working dela hand with paper research techniques.
This work is focused on getting investigating existing market in the city of Guayaquil, broaden their horizons in the use of one of the most innovative techniques which owns Neuromarketing (Fusion between Marketing with knowledge from neuroscience) which is the Eyetracking (eye tracking), which currently has not been reached expand as a whole; this can occur for several reasons: because companies are not aware of the effectiveness of it, they do not seek implementation by strategic routines or simply the fear of the companies new tendencies. It is essential to emphasize that this technique got its start from the Neuroresearch (new trend in market research supported by the use of the most advanced technology) that enables empresasestudiar, deepen and understand more the consumer market. It is important to clarify that this new trend does not seek to replace conventional techniques, such as interviews, surveys, focus groups, observation, among others, but their main objective is complement and, thus, obtain the optimization of resources and the effectiveness of the efforts of Marketing.Nuestro desire is to break paradigms and make conceive the idea that companies that do not evolve simultaneously with the world, seek stagnate and therefore , living in a conformism, which will lead to the decline of their activities. And the Neuromarketing conjunction with Eyetracking completely transform the vision of em We want to disseminate market investigating this new technique will give a focus to begin innovation, working dela hand with paper research techniques.
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ESTUDIO, ANALISIS, COMERCIO, DISTRIBUCION