Designing IoT Infrastructure for Neuromarketing Research

Abstract

The field of research is IoT infrastructure for neuromarketing. The goal is to develop a comprehensive open infrastructure based on Internet of things that can be used for conducting neuromarketing research. As a proof of concept, we have developed an infrastructure based on IoT devices and sensors for collecting data on examinee’s responses to marketing content. The software part of the system includes an application for presentation of marketing contents, a non-relational database for big data analysis the collected data, and a tool for visualization of research results. A neuromarketing experiment with 30 participants has been conducted to evaluate the developed infrastructure. Results show that the developed infrastructure can be used to detect users’ reactions in near real time, and to provide an adequate base for biofeedback.