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Fue lanzado en Brasil el primer laboratorio móvil de neuromarketing de América Latina
  • Brazil - Português

La unidad móvil está equipada con modernos recursos que decodifican el estado mental y ayudan a entender el comportamiento del consumidor


News provided by

IPDOIS Neurobusiness

Sep 01, 2011, 06:30 ET

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SAN PABLO, 1 de septiembre de 2011 /PRNewswire/ -- Defendiendo la necesidad de la evolución del modelo tradicional de la investigación del mercado, la empresa brasileña IPDOIS Neurobusiness propone comprender el comportamiento del consumidor con recursos que combinan tecnología de última generación, ciencia neurológica y un sólido conocimiento en marketing estratégico: término conocido como neurobusiness.

Para eso, el laboratorio móvil se dedica a realizar investigaciones de neuromarketing directamente en los puntos de venta. La unidad está dotada de recursos como: Eye tracking (monitoreo de los movimientos oculares), electroencefalograma inalámbrico (EEG, equipo usado en la ciencia neurológica) y lectura facial (face reading) – que identifica las emociones por medio de las micro-expresiones faciales.

El director general de IPDOIS Neurobusiness, Marcelo Peruzzo, informa la magnitud de la tecnología de la unidad. "el laboratorio móvil permite la estandardización de las reacciones y los estados mentales del consumidor delante de cualquier medio, ya sea trate de publicidad en el diario, en la TV, en el rostro o hasta el escaparate de una tienda".

Peruzzo agrega que "se trata de una revolución mercadológica el hecho de conocer lo que realmente le interesa al cliente, no a través de su opinión consciente, y sí a través de su inconsciente, que en realidad demuestra su comportamiento real", informa.

La tecnología de neuromarketing se suma a las investigaciones conscientes (investigaciones tradicionales) para incorporar conocimiento de punta en las campañas de marketing, declara Claudio Shimoyama, director ejecutivo de Datacenso Business Intelligence."La unión de las informaciones del consciente y del inconsciente significan tener el 100% del conocimiento del consumidor, esto se trata de una revolución en el marketing tradicional", afirma Shimoyama.

Evaluación de negocios - Las empresas de Curitiba asociadas a este proyecto - IPDOIS Neurobusiness y Datacenso Intelligence Business - invirtieron R$ 2 millones en equipamiento,  recursos y profesionales para brindar investigaciones de neuromarketing (entre las diversas aplicaciones en gestión de negocios, se destacan: investigaciones de productos, lanzamientos, gestión de negocios). La expectativa de facturación está estimada en R$ 5 millones para 2011. Esta nueva división inició operaciones hace 12 meses. Datacenso e IPDOIS, juntas, cuentan con casi tres décadas de operaciones en Brasil.

Marcelo Peruzzo tiene una Maestría en Gestión de Negocios de la UFSC (Universidad Federal de Santa Catarina). Único profesor de MBA de la Fundação Getúlio Vargas Management con el premio Cuadro de Honor, otorgado únicamente a los docentes cinco veces consecutivas, elegido por los alumnos como mejor profesor.

Claudio Shimoyama es Doctor en Gestión de Negocios de la UFSC (Universidad Federal de Santa Catarina). Premio GRALHAZUL – empresario paranaense 2008 – parte de la investigación por el SESCAP/PR. Profesor de marketing y ventas de la Fundação Getúlio Vargas Management y FGV Online.

Asesoramiento de prensa:
Jaqueline Pereira - Correo electrónico: [email protected]
Sitio: http://www.ipdois.com
+55 41- 3089-3085/41- 8407-3323

FUENTE  IPDOIS Neurobusiness

FUENTE IPDOIS Neurobusiness

SOURCE IPDOIS Neurobusiness

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