Applying Neuroscience in Marketing: Insights from the Internship at IRIIC

Abstract

During my internship as a Project Coordinator at the Institute of Research, Innovation, Incubation & Commercialization (IRIIC), affiliated with United International University, I actively contributed to the commercialization of neuromarketing initiatives designed to optimize marketing strategies through innovative technology. A key responsibility in this role involved leading the design and implementation of an Implicit Association Test (IAT) specifically adapted for the neuromarketing field. This project was part of a comparative analysis of two prominent telecommunications companies in Bangladesh, Grameenphone and Robi, assessing the impact of their advertising campaigns by examining subconscious consumer reactions. This project includes comprehensive market research with the formulation of business strategies and the application of neuromarketing tools like EEG and IAT that evaluates and compare how each brand’s advertisement is influencing consumer behavior and subconscious approach. The insights from this study are expected to offer meaningful contributions to this new field of neuromarketing which identifies the effective advertising practices and strategies. This report covers the research methods which has been utilized with the obstacles faced during the process and the key takeaways from the project. The experience I got from this internship not only enhance my knowledge of neuromarketing but also provided me hands-on opportunities to apply academic concepts in practical scenarios and effectively connecting theoretical learning with industry practices. The outcome of this internship is aiming to guide the businesses in precise their advertising strategies that better aligns with consumer behavior and preferences which is promoting more impactful marketing efforts within Bangladesh.