GRS Research and Strategy’s recent neuromarketing research has received praise from Italian Exhibition Group (IEG).
GRS Research and Strategy carried out a neuromarketing research inside a global event with Italian Exhibition Group (IEG) and IULM Brain-Lab University of Milan.
The study, elements from which are detailed on p60, used sophisticated sensory equipment to measure emotional responses from visitors to a trade fair. Enrico Gallorini, CEO of GRS (pictured): “At a global level, neuromarketing has never found an application in the exhibition sector. Its potential, however, is huge and the objective of this project is to illustrate the fundamentals of the visitor’s ‘customer experience’.”
He continued: “The focal point of an exhibition will always be the ‘human’ experience. The experience lived by a customer is the foundation of its satisfaction and subsequent loyalty.
“The combination of business, networking and knowledge stemming from a single environment (the booths) can be greatly enhanced with a more thorough knowledge of the emotional activation dynamics.”
GRS’s project sought to identify the emotional drivers that are unconsciously perceived by visitors to an exhibition. The research was carried out at an unnamed event, at which the team measured visitor responses to certain booths before and after it had added certain sensory stimuli including design features and fragrances.
“The future of the exhibitions is a complex mix of multiple variables, where the success is mainly correlated to the overall satisfaction of the visitors and buyers,” said Emanuele Guido, marketing, Italian Exhibition Group.” For this reason IEG works on giving a unique customer experience to all our business communities.”
GRS Research and Strategy is a company focused on research, analysis and strategy for the exhibition and event industries.
