Neuromarketing in Ireland- an investigation on millennials attitudes towards neuromarketing in the era of GDPR

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Costa, Andrezza Silva
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MSc in Marketing
Dublin Business School
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Companies and marketers are facing the increasingly difficult to study the changing consumer behavior. Ingwer (2012, p.20) affirms that “customer satisfaction is used by 90 percent of companies as a benchmark for success”, exposing the importance to understand customers needs and desires to design more efficient marketing strategies. Currently researches have highlighted the power of unconscious insights in the decision making process (Linehan, 2008, p. 4). Allying neuroscience techniques and marketing, Neuromarketing is a new field promising to uncover the “black box” of consumer brain, however posing several ethical issues, concerns and fears due to the infancy stage of the field. Ireland is a growing economy country and Neuromarketing may be helpful to gain competitive advantages, whereas there is limited literature about it. Nevertheless, regarding to the ethical issues, as part of the European Union, Ireland is under the recent and strict GDPR regulation, what may impact in the possibilities of increasing the usage of Neuromarketing research in the country. This dissertation examines the advantages, issues and applications of Neuromarketing techniques in Ireland, considering the actual data protection awareness and GDPR regulations. Pursuing insights about Neuromarkerting consumer research in Ireland and GDPR effects, the researcher analyses relevant elements of consumer behavior, Neuromarketing , data protection and Ireland market, comparing and contrasting different academic views, disclosing aspects that have been addressed in the literature, due to limited research in these contemporaries fields. The research methodology undertaken is based on a subjectivist and interpretative exploratory approach, resulting in cross-section and qualitative mono method. Two focus groups with different populations- practitioners and ethnic subgroups- are proposed to contrast and define millennials attitudes towards Neuromarketing and GDPR. The researcher expects to evaluate the feasibility and generate relevant insights and considerations about Neuromarkerting applications in Ireland aliened with beliefs about GDPR, appealing as a motivation for future research.