Neuromarketing available to students of the Faculty of Economics, UNSA

With the help of the Ministry of Science, Higher Education and Art Projects of the Ministry of Science, Higher Education and Youth, Sarajevo  Canton, equipment for the establishment of the first neuro-behavioral laboratories in Bosnia and Herzegovina was procured.

International research team, led by Prof. Dr. Melika Husić-Mehmedović, implements the Project from the Fund NIR from 2022, which is exclusively procured by equipment needed to establish a neuro-behavioral laboratory at the Faculty of Economics, University of Sarajevo. This equipment implies:

• Eye-Tracking device that monitors your view, focus on a particular segment, and the duration of visual attention. It is especially used in marketing to improve product packaging, positioning visual elements on posters, arranging outlets and positioning products on shelves.
• Galvanic Skin Response that measures the height of your excitement until e.g. You observe a video advertising message or listening to a radio jingle.
• Analysis of facial expressions that can detect the type of emotion projected by the respondent when exposed to any stimulus, picture or video.

Project manager, Prof. Dr. Husić-Mehmedović is one of the pioneers in the research of this area in the world, and has publications in top world journals on neuromarketing. The team consists of high reference experts from Denmark, Slovenia and BiH, and thanks to this project, global research on neuromarketing myths is being prepared. On the occasion of the establishment of this laboratory on the EFS is said: “The equipment we procured with the funds for the NIR Government HP for 2022 were used for the purchase of the first equipment, and to - Eye Tracker, GSR and the analysis of facial expressions, but it represents the first phase in our lab. Next year, we plan to apply to the NIR Fund to provide funds for the purchase of another part of the equipment, which should contain the EEG (electrical encephalogram) and VR equipment. This would keep up with the top laboratories of this type in Europe, which are still rarity and privilege. "It has noted that students of the Marketing Master program will have the opportunity to work with this equipment, and research for master's work.