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DOI :10.26650/B/SS07.2021.002.14   IUP :10.26650/B/SS07.2021.002.14    Full Text (PDF)

Theoretical Approach to Big Data Analytics and Neuromarketing: Advances in Understanding Consumer Trends

Oğuz Kuş, Nevenka Popović Šević

The daily life of individuals is on a path of digital transformation. This process creates a paradigm shift in consumer trends analysis and consumer behaviour. Consequently, a positivist and digitally supported perspective in the process of the analysis of consumer trends has emerged. Competences like intuition and foresight have begun to be supported with data analysis. This is because digital technologies cause consumers to produce data through devices and platforms. Moreover , techniques such as neuromarketing, which integrates neuroscience with marketing, create new opportunities for consumer trend analysis. This paper aims to shed light on the concept of digital transformation, and on the ways in which reliable data and scientifically-supported methods such as big data and neuromarketing contribute to the analysis of consumer trends. In this sense, it also contributes to the use of digital measurement in a marketing context and to the development of a positivist marketing perspective.


Keywords: Consumer trends analysis, big data analytics, neuromarketing

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