• IQS launches Spain's first Neuromarketing Laboratory

Friday, 20 January, 2023
Comunicación y Marketing Corporativo IQS


The newly opened Neuro & Digital Marketing Lab at the IQS School of Management (URL) is an innovative facility, the only one of its kind in Spanish universities, which combines teaching and research simultaneously in the same space.
This brand-new laboratory is equipped with advanced digital marketing software and cutting-edge neuromarketing tools which allow students and researchers to research consumer behaviour in order to develop products and services adapted to their needs.
Boasting over 100+ m² of space, both students and research personnel will be trained and conduct research on digital marketing, consumer behaviour, neuromarketing, and virtual reality, among other topics.
The laboratory’s teaching-oriented software includes Semrush, Qualtrics, and SPSS, which are each intended for different needs, from Digital Marketing and Social Media analysis, consumer panels, and questionnaire designs to data visualization and statistical analysis tools. This will clearly enhance students’ digital and analytical capacities in a collaborative environment, to help them become capable of participating in creating and analysing results that study consumer behaviour.

Advanced science and teaching

More focused on research, the lab features Imotions software , which incorporates a variety of sensors for measurements and advanced emotional and cognitive analysis. The laboratory includes EEG sensors to analyse the electric activity that occurs in different parts of the brain; Galvanic Skin Response which makes it possible to measure changes in skin conductivity (emotional activation); Eye-tracking, through sensors, goggles, and virtual reality and the Affectiva facial coding algorithm which measures emotional responses on participants’ faces.
The IQS Neuro & Digital Marketing Lab also offers connections with companies and institutions concerning product and packaging testing, logo and corporate identity design, communications and advertising, and app and website usability through joint research projects.
“The new facility clearly represents the IQS spirit, learning by doing, and is also in line with the Finance laboratory opened this past academic year,” noted Dr Salvador Borrós, Director of IQS. Dr Borrós also stressed the possibility of interacting with the IQS School of Engineering and with the future Undergraduate Programme in Applied Mathematics that the institution will offer.
Currently, students from the undergraduate programmes in Marketing and Tourism and Hospitality Management, as well as the Master’s Degree in International Marketing in a Digital Environment can make use of the laboratory, in addition to researchers working on several projects that are already underway. The directors of the laboratory are Dr Jan Meyer and Dr Jorge Matute of the Business Management Department.