Researches
Continuous tracking of emotions, motivation, and cognitive load since 2018 shows that Ukrainian audiences perceive commercial messages differently than they did before the full-scale invasion. Here's what has changed—and what marketers should do about it.
Kateryna Ilchenko · 07 June 2026
Researches
Today, we're here to debunk the most common neuromarketing myths and reveal how neuroscience can create real value for your business.
Kateryna Ilchenko · 30 December 2021
Researches
Let's take a closer look at how scents influence consumer behavior and explore whether scent marketing is the right strategy for your brand.
Kateryna Ilchenko · 29 December 2021
Guides
“What should I read about neuromarketing?” is a question asked not only by beginners but also by professionals looking to deepen their expertise. Although neuromarketing is a relatively young discipline, its core ideas are well presented in the works of many leading marketers, psychologists, and entrepreneurs. In this selection, we've rounded up the top five neuromarketing books every marketer should have on their bookshelf.
Kateryna Ilchenko · 29 December 2021
Researches
Why does a creative need science? It's a fair question. The world is full of creative ideas—you just need inspiration. But when the goal is to change people's behavior effectively, creativity should be paired with an understanding of how motivation works. A great example is a case study from Ogilvy's Behavioral Science practice, which I'd like to share with you.
Kateryna Ilchenko · 22 July 2021
Researches
Choosing a name for your brand? We hope these neuromarketing insights will help you find the name that works best.
Kateryna Ilchenko · 19 April 2021
Researches
Neuromarketing is in an interesting position today—many people have heard of it, but few truly understand what it is.
Kateryna Ilchenko · 29 March 2021
Researches
Supermarkets can rightfully be seen as battlegrounds where retailers constantly compete for consumers' wallets. Most marketing tactics are designed to encourage every shopper to spend more on each visit and keep returning to the same retail chain. Without even realizing it, consumers are subtly influenced to leave as much money as possible in the store. People quickly become accustomed to a supermarket's interior, colors, music, scents, and overall atmosphere. This carefully orchestrated sensory experience—combined with strategic information design—is the result of the coordinated work of marketers, psychologists, merchandisers, and many other specialists.
Kateryna Ilchenko · 06 January 2021
Researches
Consumer culture is the foundation of today’s economy. Manufacturers and retailers invest significant effort in fueling consumers’ desire to buy. It is no secret that marketers use countless techniques and psychological triggers to draw attention to specific products—from shelf placement to packaging colors. However, experience alone eventually became insufficient in an increasingly competitive market, giving rise to an entire discipline at the intersection of neuropsychology and market research: neuromarketing.
Kateryna Ilchenko · 27 November 2020
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