Get the Headband
Conversations 01: Neuromarketing & Emotions
September 13, 2021.
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In the first virtual meeting of "Conversations", Leandro Castelluccio and Federico Romano talked about neuromarketing and emotion detection with low-cost portable neurotechnology.

The aim of the talk is to show how new technologies are helping in the development of neurotechnology and to make visible the work that Naxon Labs does with them. In this way, it also seeks to inspire professionals, students and researchers to carry out new projects using the neurotechnology platforms and portable products.

Naxon uses the new neuroscience technologies to create platforms that could help people. The work is done with the Muse wireless headbands of Interaxon, which are low-cost portable encephalography devices, which actually allows bringing software applications to a greater number of people. In addition, the latest models that have been developed are elastic headbands even more comfortable, portable and of very good usability. Its low cost, which is between $200 and $800, is also essential to reach a bigger audience.

Muse has its own applications, mainly focused on mindfulness training. But Naxon got to find new utilities and works with another purpose, so they develop software platforms - compatible with the Muse headband- that analyze brain data, and from them, different products are developed according to the needs of neuroscientists, researchers and professionals.

In 2020, Naxon launched Explorer, a product that works with the brain signal and is mainly used with academic purposes. But a new product called Emotions is currently being developed, a platform that, with the brain information taken with the headbands, will try to measure a wide variety of emotions in real time. The intention is to create a product that manages to measure different emotions in the most specific way possible in terms of the intensity of the emotion. It is an intuitive platform, which identifies and record emotions and mental states - such as joy, relaxation, concentration and sadness... - that change over time according to what the person is feeling. Also, the platform throws metrics, and it is possible to visualize various parameters, such as time or what the user is looking at.

Naxon Explorer and Muse headband

Leandro and Federico also talked about neuromarketing, which can be considered as the study of the buying process and the decision making of consumers or potential consumers before buying, while they are buying and after the purchase. Neuromarketing makes possible the monitoring of the consumers behavior, so that companies are able to find ways to improve their products and services.       
[] All this information about the consumer is obtained thanks to the technology applied in neuroscience. A processing phase is carried out and then machine-learning models of artificial intelligence are used, and from that, different information and relevant characteristics are extracted. These are studied and a classification of, for example, a detected reaction or emotion is obtained.

By integrating this technology into the marketing world, we can think about how to improve the area of marketing, as it has a large communication component that is important to develop. Working in this area would avoid the sale of expectations, it is necessary to understand what the products and the advertising generate in people, what their needs are and how they interact with the product - and what utility they give to it-. This could ensure that the item or service sold has a utility that is correctly adapted to the needs of the consumer, so he gets what he really needs.

In this way, Naxon aims to create a platform that takes data from the Muse headband and shows variables of the emotional states of people.        
For example, when a product is launched, a feedback about the impact caused on the consumers is generated, and then the product can be adjusted. Companies often spend a lot of money on advertising and sometimes lose potential customers because the product was not what the public believed. But this also happens with customers, who sometimes spend money on products that turn out not to be what they saw in advertising. It is important to validate the product to confirm if it really is what was offered. This explains why neuromarketing benefits companies, the products creators, and the consumers. 
It is essential for culture and society that all actors in the process - creators, developers, users and consumers - have a high degree of awareness of what is being done, what is behind the presentation of a product, and why it is as it is. This degree of awareness can be achieved by analyzing the ways in which people react to certain stimuli and to the ways of presenting a product;
 these are factors that change the perception and reaction of the
consumer. Neuromarketing contributes to a greater awareness of what is consumed and purchased, also helping to make better decisions and not feel manipulated by brands.