Research, projects

We believe that today’s digitized environment has revolutionized the way businesses operate and has led to a fundamental change in the way companies and consumers interact with each other. For companies, the ability to gather ever more comprehensive, detailed information about consumers, competitors, and the market in general has affected every aspect of the marketing mix. Accordingly, our research directions (and the methods we use) include the impact of digital marketing on consumer and corporate customer behavior, the market, branding and communication strategies, the omnichannel customer journey and consumer decision-making. Our department examines the application possibilities of consumer neuroscience (neuromarketing) in digital marketing in a unique approach.