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How the War Changed the Ukrainian Consumer

Since 2022, we’ve been systematically tracking the cognitive and emotional shifts in Ukrainian consumers caused by the full‑scale war. We study how attention patterns have transformed, which emotional triggers no longer work, and which new ones have emerged. We analyze how trust in brands has evolved—and what that means for your communication strategy. No other agency in Ukraine has this data. It gives our clients a decisive advantage: instead of guessing how their consumer has changed, they know.

I have had a long and productive collaboration with Neuro‑Knowledge (founded by Kateryna Ilchenko). As Director of the Department at Ukraine TV Channel, I worked with the agency between 2018 and 2022. During this time, Neuro‑Knowledge conducted dozens of projects for us, including: Testing promotional trailers for TV shows and series Testing full‑length episodes of […]

On behalf of Teva Ukraine LLC, we would like to express our gratitude to the first neuromarketing agency Neuro‑Knowledge and personally to Kateryna Ilchenko for her high level of professionalism and fruitful collaboration. Between 2020 and 2025, several studies were conducted for the brands Spazmalgon, Decatylen, Aleron, Almagel, and Sudocrem. These insights were later applied […]

Collaboration with Neuro‑Knowledge has been a valuable complement to our traditional research methods, allowing us to gain a much deeper understanding of both existing and potential customer behavior. By applying neuromarketing tools, we captured not only rational evaluations but also unconscious user reactions. This proved especially important in cases where classical methods fall short in […]

Recommendation Letter for NEURO‑KNOWLEDGE I have been collaborating with NEURO‑KNOWLEDGE for over four years. As Head of Brand Management at Moneyveo, our first joint projects in 2019 focused on customer profiling, defining client “avatars” in social media, and creative testing. The insights we gained became a turning point for both the Moneyveo brand and the […]

Since 2019, Kateryna Ilchenko (Neuro‑Knowledge Agency) has been a trusted partner of OTP Bank in conducting neuromarketing research on consumer behavior in banking services. Throughout our collaboration, Kateryna has consistently demonstrated her professional expertise, competence, and proactive approach to solving tasks. All projects have been delivered on time, within agreed deadlines, and with the expected […]

The partnership between Consumer Center LLC, TM ShvydkoGroshi, and the marketing agency Neuro‑Knowledge began in June 2020. Since then, the Agency has conducted nearly 10 research projects for our Company—including baseline studies of microcredit users’ psychological profiles, brand perception analysis within the category, extensive testing of advertising creatives and video spots, as well as UI/UX […]

BBC Media Action

I have had a long and productive collaboration with Neuro‑Knowledge (founded by Kateryna Ilchenko). As Director of the Department at Ukraine TV Channel, I worked with the agency between 2018 and 2022. During this time, Neuro‑Knowledge conducted dozens of projects for us, including:

Testing promotional trailers for TV shows and series
Testing full‑length episodes of serials
Testing news programs
Evaluating actors and hosts

Each project delivered deep, meaningful insights that helped us improve our content. We consistently observed a correlation between neuromarketing test results and the actual ratings of the same content on air, which reinforced our trust in Neuro‑Knowledge’s methodology. Their findings often influenced our content and management decisions—leading us to change actors, re‑edit trailers, and even re‑cut series and programs. Today, as a Senior Researcher at BBC Media Action in London, I continue to collaborate with Neuro‑Knowledge. We are currently planning a project to test a series of short films produced with BBC Media Action’s support. Working with Kateryna Ilchenko and the Neuro‑Knowledge team is always a pleasure. The agency consistently delivers on its commitments—conducting research within agreed timelines and presenting reports promptly. I am pleased to recommend Neuro‑Knowledge as a reliable, professional partner.

Tetiana Nikitina
2019–2022 — Director of Analytics Department, Ukraine TV Channel
Since 2022 — Senior Research Manager, BBC Media Action
Letter provided: July 2023

Teva Ukraine LLC

On behalf of Teva Ukraine LLC, we would like to express our gratitude to the first neuromarketing agency Neuro‑Knowledge and personally to Kateryna Ilchenko for her high level of professionalism and fruitful collaboration. Between 2020 and 2025, several studies were conducted for the brands Spazmalgon, Decatylen, Aleron, Almagel, and Sudocrem. These insights were later applied in shaping strategic brand promotion directions as well as tactical marketing tools. We also sincerely thank Kateryna for her openness and willingness to provide expert advice—even beyond the scope of specific projects. We look forward to continuing this partnership and are excited about future discoveries together.

With respect,
Olha Didenko
Senior Manager, Market Expansion Methods OTC Department,
Teva Ukraine

First Ukrainian International Bank (FUIB)

Collaboration with Neuro‑Knowledge has been a valuable complement to our traditional research methods, allowing us to gain a much deeper understanding of both existing and potential customer behavior. By applying neuromarketing tools, we captured not only rational evaluations but also unconscious user reactions. This proved especially important in cases where classical methods fall short in identifying the true drivers and barriers behind decision‑making. As part of our partnership, we conducted studies to evaluate naming options for a payment product—helping us select the most relevant and effective choice. Research on our mobile app revealed high cognitive load and screen overload, which became a crucial foundation for optimizing the user experience. We would like to highlight the expertise and professionalism of Kateryna Ilchenko. Her deep methodological knowledge, attention to detail, and ability to transform complex data into clear business recommendations significantly enhance the value of collaboration. With her broad experience, Kateryna challenges assumptions early in the process, drawing attention to critical aspects that must be considered. Working with her is comfortable and productive—she acts not only as an executor but as a true partner you can rely on. The insights we received were practical, structured, and directly applicable to product decisions—delivering tangible results and confidence in our choices. We highly value this collaboration and confidently recommend Neuro‑Knowledge as a partner for companies seeking to better understand their customers and make stronger, evidence‑based decisions.

Kseniia Sikorska
Marketing Director, PUMB

Bandera Agency

Recommendation Letter for NEURO‑KNOWLEDGE I have been collaborating with NEURO‑KNOWLEDGE for over four years. As Head of Brand Management at Moneyveo, our first joint projects in 2019 focused on customer profiling, defining client “avatars” in social media, and creative testing. The insights we gained became a turning point for both the Moneyveo brand and the company’s commercial results. We discovered the true profile of our target audience, which led to a complete transformation of our communication strategy—redefining positioning, advertising messages, and marketing activities. From that moment, we began implementing not only post‑factum campaign testing but also systematic pre‑testing of creative ideas. These pre‑tests helped us avoid costly mistakes before launch and maximize the efficiency of our media budget. As a result, several campaigns achieved viral reach, and the brand became one of the most recognized and powerful in the online lending market. The tools provided by NEURO‑KNOWLEDGE also enabled us to conduct usability testing of our app and website, significantly improving the customer experience. With the onset of war, the question arose for all brands—including Moneyveo—about who our customer had become: their profile, worldview, needs, and challenges. In late 2022, NEURO‑KNOWLEDGE conducted a study that revealed how the client had changed and provided valuable insights for building new communication and marketing strategies. In 2022, as a marketing consultant, I also worked with NEURO‑KNOWLEDGE on customer profiling and advertising material testing for a major financial market player in Central Asia. The results not only clarified the client’s portrait and informed strategy across communication channels (advertising, marketing, service, sales), but also led to product initiatives—such as improving the mobile app UX based on the insights received. I confidently recommend NEURO‑KNOWLEDGE as a partner. In my experience, the outcomes of this collaboration consistently translate into real business results.

Taras Kucheriavyi
Marketing Consultant,
Co‑Founder of Bandera Agency

OTP Bank

Since 2019, Kateryna Ilchenko (Neuro‑Knowledge Agency) has been a trusted partner of OTP Bank in conducting neuromarketing research on consumer behavior in banking services. Throughout our collaboration, Kateryna has consistently demonstrated her professional expertise, competence, and proactive approach to solving tasks. All projects have been delivered on time, within agreed deadlines, and with the expected quality. A distinctive strength of Kateryna is her ability to respond quickly to changing circumstances, ensuring a flexible approach to client needs. We are highly satisfied with the research outcomes and the recommendations she provides for implementing insights into business practice. We confidently recommend her as a reliable and responsible partner.

N.S. Slichuk
Head of Marketing Department
04/07/2023

ShvydkoGroshi

The partnership between Consumer Center LLC, TM ShvydkoGroshi, and the marketing agency Neuro‑Knowledge began in June 2020. Since then, the Agency has conducted nearly 10 research projects for our Company—including baseline studies of microcredit users’ psychological profiles, brand perception analysis within the category, extensive testing of advertising creatives and video spots, as well as UI/UX evaluations of our corporate websites. Every study consistently met our quality standards: depth of insights, unbiased conclusions, and a strong understanding of the financial sector. Based on these findings, the Company made both strategic and tactical decisions that not only satisfied our expectations but also led to increased customer acquisition and higher profitability.

Maksym Kolesnikov
Military Serviceman / Marketing Director, Consumer Center LLC

The First Neuromarketing Agency in Ukraine

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