Introduction:

Neuroscience is an interdisciplinary field that incorporates molecular biology, electrophysiology, neurophysiology, anatomy, embryology and developmental biology, cell biology, behavioral biology, neurology, cognitive neuropsychology and cognitive sciences. This relatively new field of research in recent years has contributed significantly to a better understanding of human behavior. Brain activity and physiological changes in response to various stimuli, can provide marketers with information that is not part of sensory research and conventional marketing. Through Neuroscience it is possible to measure: implicit associations; priming; unconscious stimuli; universal emotional reactions and in this way enhance the value offered to consumers.

Goals:

Neuroscience offers new perspective research for sensory testing and consumer research. Understand how to use Neurolab results to achieve success in product development.

Expected Contribution:

• Understand the concept of applied neuroscience and its importance in a study with consumers associated with sensory studies;
• Know the methodologies applied in Neuroscience.

Programming:

1. Neuroscience and its interface with consumer research;
2. Neurolab – what it is and how it can be built;
3. Sensory tests – use of skin sensors;
4. Sensory tests – use of non-contact sensors.
5. Case studies.

Who is it for:

• Professionals working in the area of ​​R&D and Marketing in the Consumer Goods Industry (CPG – consumer packaged goods) and its entire chain of ingredient suppliers, such as: food, cosmetics, perfumery, personal care products, cleaning products, among others.

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