NeuroRelay

Neuromarketing is a field that bridges consumer behavior research with neuroscience in order to identify neural correlates of reactions to advertising, packaging, brands, websites, movies, magazines and other marketing stimuli, but also to investigate purchase decisions.

Building a strong network of neuromarketing professionals and people interested in developing the field was a great step ahead and we will find out more about this from Carla Nagel (Director of Neuromarketing Science & Business Association), as she accepted to answer our interview questions.

First of all, why do we write about Carla Nagel? Is she an interesting person? Yes, she is! She studied communications at Twente University in The Netherlands. She worked as a website developer. Then she organized congresses. And then she entered the neuromarketing field of which she knew nothing at the start. In one year, she managed to develop a strong network of neuromarketing professionals, connecting both science and business areas.

? We can all see from different press articles that there are a lot of discussions, as it is a new field that grows while science meets business. So what is so interesting about neuromarketing anyway?

As a former meeting planner on many industries I’ve never seen a field that is attractive and of interest to so many other fields. Marketing is all about communication and there was a lot of gut-feeling you needed to trust on, when you were making marketing decisions. If we understand better how people respond to communications, and that is where neuromarketing is all about, we will be more effective.

? How big is neuroscience in the world? Is it useful?

Neuroscience is big. Behavioral Neuroscience applied to business is small, but growing rapidly.

? How did you manage to grow a worldwide community?

You grow a community one-by-one. Really. People email, want to learn more. Want to know “who’s behind it” and what’s in it for them before they join.

? How many members does Neuromarketing Science & Business Association have now? How many you expect to have in the future?

171 as of today. I expect that it can easily grow to 600 members and maybe more.

? What is the meaning of the conference in Sao Paolo next month?

It is the aim of the NMSBA to unite science, business and industry. We’re glad that we can welcome an audience from all three groups. It’s going to be a great learning experience for everyone. It is so much fun to unite over 25 nationalities around one topic.

? So what should participants of the Neuromarketing World Forum expect by attending the event?

1. Learning everything related to the brain and consumer buying behavior in one day (Leon Zurawicki’s master class)
2. Applying neuromarketing in your daily work as media planner, online marketeer, campaign manager in business or politics, or consumer insights manager
3. A great network opportunity meeting the best professors and CEO’s from the field (social event on 7 March)
4. Learning tips and tricks to communicate more effective
5. A meeting place for the international Neuromarketing Industry (CEO Meeting on 8 March)

? How do you keep in touch with members? What is their feedback? And what is the meaning of social media?

I sometimes joke to people that Outlook is my manager. But I seriously consider every suggestion and answer every question that come’s in via either email, Facebook, LinkedIn, Twitter.
We actively use these platforms to inform people and to create awareness around everything that happens (either new research, industry updates or just funny facts).

? Who is your favorite neuromarketeer?

I don’t have a strong opinion on this. An answer would hurt the 170 other members 😉

That’s right! So what is the next challenge?

Educate the world about this exciting field. We think about 10-15% of the world has heard about neuromarketing. Within 3 years this should be 90%. We want neuromarketing be seen as a mainstream market research methodology.

? Any final message for our readers?

It’s not about what you say you think you will do. It’s about what drives you.

Like to follow Carla? Here’s the data: LinkedIn, Twitter.

Carla Nagel is a former web developer and meeting planner. In her work as meeting planner she met Martin de Munnik (CEO of Neurensics) and they founded together the Neuromarketing Science & Business Association. She is now responsible for the day-to-day running of the association such as communication, promotion and public affairs. Main activities in this role: managing the quarterly publication Neuromarketing Theory & Practice and planning, programming and execution of the Neuromarketing World Forum.