Ani Kyureghyan. “Neuromarketing is still a new but revolutionary service in Armenia”

Marketers have always sought to find out why people choose this or that product or service, especially how our brains respond to the endless variety of products in the same category when consumers are forced to make choices based not on useful or rational arguments. This is where neuromarketing comes to the rescue, a revolutionary methodology based on a combination of marketing and neurophysiology, which makes it possible to “penetrate” into the consumer subconscious, to understand the irrational side of his behavior. By measuring people’s brain impulses to the appearance of a product or advertisement, neuromarketers can unmistakably prompt the manufacturer what his product should look like in order to be more successful in the market.

The interlocutor of WomenNet.am is the founding head of NeuroHub, behavioral marketer Ani Kyureghyan, who specializes in one of the areas of neuromarketing, EyeTracking, an innovative technology. It allows you to watch and record eye movements and follow them to understand what people actually see when they first look at an ad or product packaging, or the different types of products in the store that they are most focused on.

– The idea was born a long time ago, in 2012-13, but I managed to implement it in 2016, when I created the NeuroHub Business Academy. It is a marketing company that uses innovative technologies in marketing, particularly neurotechnologies. There is no second such company in Armenia and in the region that can apply these technologies in practice. There are companies that have already learned and understood what neuromarketing is, but in fact NeuroHub is the only company that has its own laboratory, practically able to apply neuromarketing at different stages of business development.

This is still a new but revolutionary service in Armenia, we are still at the stage when manufacturers are just getting acquainted with it, evaluating its effectiveness, slowly trying to apply it in their business. In short, we are still at the beginning of our long journey, but we think and plan that in the next two years the application of neuromarketing or neurotechnology in business will become just as common.

This is a very difficult field, it is difficult even for professionals, that’s why we have done a lot of work over the past five years, made great efforts to get at least our professional community acquainted with all this. And I am glad to state that today that stage has been overcome, people are aware, they have learned, we are passing to the stage of applying it. It was really difficult for me to make the decision, but it was based on the realization that we need to create a toolkit that will bring new economic value to both specific companies and Armenia in the long run.

The main thing is that we can make the use of our product more affordable, so that as many people as possible can use it. In this context, we plan to create university laboratories so that our students have the opportunity to get acquainted with this toolkit from their student years, which will facilitate its application in future work activities. That is our number one goal today.

Full text in Armenian