How does the science of consumer behavior work, and why do some advertising campaigns fail despite huge budgets? Experts in neuromarketing answer these and other questions in the new episode of Pro Business Talk podcast.
Omid Agari - A venture builder specializing in impactful and innovative solutions. Associate Professor at Nova Business School of Economics, expert in applied neurobranding. With international experience across multiple markets, he brings unique insights into consumer behavior and decision-making processes.
Dmitry Gaiduk - Chief Product Officer at RIVI, a global technology company. With a background in Eastern European markets and nearly 30 years in consumer behavior research, he now leads product development for international markets, focusing on innovative ways to decode consumer decisions.
Probusiness media: What is neuromarketing in simple terms?
Dmitry: Neuromarketing isn't something new - it has existed since the beginning of mankind because we all have a brain. Think of traditional marketing as viewing consumers through a single camera, while neuromarketing gives us multiple angles for a complete picture. It's about understanding how consumers really make decisions and why they make them.
Omid: I'd add that neuromarketing has a golden triangle: concepts, tools, and their application. Two key elements are emotions and attention. They're like salt and pepper for a dish - their proportions need to be adjusted depending on the context.
Probusiness media: What emotional triggers work best in sales?
Dmitry: It depends on the product category. Take painkillers advertising - they deliberately show moments of pain, creating an associative chain of "pain-solution." After seeing such advertising 10 times, when someone feels similar pain, they'll remember exactly this product.
Probusiness media: Have there been cases of product failure due to ignoring emotional triggers?
Omid: Think of marketing as a date. First, you need to attract attention - like a spotlight in theater. Only then can you work with emotions, based on context. If you break this balance - the date will fail.
Dmitry: There was an interesting case with Nike. They launched a socially charged advertisement about women's empowerment in sports. The ad was powerful, but the cognitive load was so high that it harmed the overall emotional appeal of the brand. In some countries, people began distancing themselves from Nike.
Probusiness media: How can marketers use neuromarketing techniques?
Omid: I propose a formula for successful experience: user experience + customer experience + employee experience = excellent brand experience. If you take care of employees, they'll take care of customers.
Dmitry: Start with basic techniques - study behavioral science principles and consumer patterns. Use simple rules: don't overload advertising with information, focus on one task, stand out. Now there are even AI tools that help understand where attention will be directed on a webpage.
Probusiness media: Can you achieve success using neuromarketing with zero budget?
Omid: Absolutely! Here's an example: one of our projects was invited to meet with the President of Portugal, we were covered by Al Jazeera and other major media - all without a promotion budget. The secret was in proper attention attraction and emotion work, which created a viral effect.
Editorial Note:
This interview demonstrates how modern consumer behavior science can be applied in real business. The practical examples and case studies shared by the experts are particularly valuable. The full interview can be viewed on YouTube channel.
Case Studies Highlight:
- Nike's global campaign challenges
- Zero-budget marketing success leading to international media coverage
- Implementation of neuromarketing principles across different cultural contexts
Expert Commentary:
The interview highlights how understanding universal principles of human behavior, combined with local market knowledge, creates effective marketing strategies. As Omid notes, "Whether you're in Europe, Asia, or anywhere else, the basic principles of attention and emotion remain constant - it's the application that needs to be culturally calibrated."
Material prepared based on ProBusinessTalks podcast, May 2025
Host: Daria
Duration: 45 minutes
#neuromarketing #business #marketing #ProBusinessTalk #interview #consumerpsychology #globalmarketing
