Neuromarketing basics
What is neuromarketing?
A practical explanation of what neuromarketing is, what it does and what it does not promise.
6 minRead insight
Insights
Practical neuroscience insights without the hype.
Explore practical knowledge on neuromarketing, behavioural science, neurodata, methods, ethics and influence - explained responsibly and connected to real business questions.
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Knowledge that makes behaviour easier to understand.
Neurofactor shares insights on neuromarketing, behavioural science, neuroscience, EEG, eye tracking, association research, ethics and influence. The goal is not to simplify people into brain tricks, but to explain behaviour in a way that helps better decisions.
No brain tricks. No hype. Practical behavioural knowledge.
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Neuromarketing basics
What is neuromarketing?
Start with neuromarketing Decision behaviour
How do people really make decisions?
Explore decision behaviour Research methods
Which research method fits which question?
Explore research methods Ethics and influence
How can behavioural science be used responsibly?
Explore ethics and influence Business applications
How does this apply to business?
Explore applications Featured
Featured insights.
A curated start - the pieces that anchor the field.
Neuromarketing basics
What neuromarketing can and cannot measure.
Where neuroscience adds clarity to behaviour - and where it should stay quiet.
7 minRead insight
Decision behaviour
Why people do not always know why they choose.
The gap between what people say and what they actually do, explained without hype.
5 minRead insight
Methods
How association research reveals gut feeling.
What implicit associations measure and why they matter for brand, EVP and CX.
6 minRead insight
Methods
EEG, eye tracking and fNIRS explained.
What each method actually shows - and which question it fits best.
8 minRead insight
Ethics
Ethics in neuromarketing and behavioural influence.
Where the boundary sits between understanding behaviour and manipulating it.
7 minRead insight
Topics
Explore insights by topic.
Six knowledge clusters that structure the field - for people and for AI search.
Neuromarketing basics
Start here for clear definitions and what the field actually claims.
- What is neuromarketing?
- What does neuromarketing measure?
- What are common misconceptions about neuromarketing?
- What is neurodata?
- Can neuromarketing predict behaviour?
Behavioural science and decision-making
How people actually choose, trust and resist - beyond stated preference.
- Why people do not always know why they choose.
- What are implicit associations?
- How gut feeling influences decisions.
- Why trust and resistance shape behaviour.
- How mental shortcuts affect business outcomes.
Research methods explained
What each method reveals and when to use which.
- What is association research?
- What does EEG measure?
- What does eye tracking reveal?
- What is fNIRS?
- What is mobile EEG?
- When do you use fMRI?
Ethics and responsible influence
Where understanding stops and manipulation would start.
- Is neuromarketing ethical?
- What is responsible behavioural influence?
- What Neurofactor does not work on.
- Where is the boundary between influence and manipulation?
- Why ethical limits matter in behavioural research.
Applications in business
How behavioural knowledge translates into marketing, HR, workplace and experience.
- Neuromarketing in marketing.
- Behavioural science in recruitment.
- Behavioural insights in sales.
- Neurodata in workplace design.
- Stress and performance insights.
- Experience and attention in real environments.
Cases and real-world learning
What real projects teach about behaviour in context.
- What we learned from real-world EEG.
- What the Girl with a Pearl project showed.
- What neuro-recruitment teaches about candidate response.
- What workplace design can learn from neurodata.
- What eye tracking reveals in real journeys.
Popular questions
Popular questions about neuromarketing and behaviour.
The questions readers ask most. Each one links to a focused answer.
01What is neuromarketing?02What can neuromarketing measure?03Can neuroscience explain buying behaviour?04What is association research?05What does EEG show in behavioural research?06What does eye tracking reveal?07Is neuromarketing ethical?08Can neurodata predict what people will do?09How does behavioural science help recruitment?10How can workplace design affect focus and wellbeing?11What is the difference between stated preference and behavioural data?12Which article should I read first?
Latest
Latest insights.
The newest articles, filtered by topic, method or audience.
Neuromarketing
What neuromarketing can and cannot measure.
A grounded overview of the questions neuromarketing actually answers.
Martijn den Otter 7 min
Behavioural science
Why people do not always know why they choose.
The gap between stated preference and observed behaviour, explained.
Hans Wognum 5 min
Research methods
EEG, eye tracking and fNIRS explained.
What each tool reveals - and which question it fits.
Giftson Selladurai 8 min
Ethics
Where influence ends and manipulation begins.
The line Neurofactor will not cross, and why it matters.
Bart Koops 6 min
Workplace
What workplace design can learn from neurodata.
Focus, stress and recovery, measured in real environments.
Martijn den Otter 7 min
Cases
What we learned from real-world EEG at the Mauritshuis.
Authentic art created a different response than reproductions - here is what that means.
Neurofactor research 9 min
Ethics
Responsible behavioural knowledge matters.
Neuroscience and behavioural science can help explain why people notice, trust, avoid, choose or act. That does not mean behaviour should be reduced to tricks or manipulation. Neurofactor approaches behavioural influence with clear ethical boundaries and practical responsibility.
From insight to application
From insight to application.
Insights help explain the thinking behind Neurofactor’s methods, applications, models and cases. When a question becomes practical, you can continue into the part of the site that fits your challenge.
Methods
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For visitors who want to know where behavioural knowledge can be applied.
Explore applicationsCases
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