Application and benefits of neuromarketing tools in marketing research: A perspective from Lithuanian neuromarketing experts
Abstract
Digital business transformation, increasingly complex consumer behaviour and the growing demand for evidence-based marketing have intensified interest in neuromarketing. Drawing on cognitive neuroscience and consumer behaviour theory, neuromarketing offers technology-driven insights that are reshaping marketing decision making. This paper identifies the neuromarketing tools most widely used in practice and examines the benefits they bring to marketing research. The study uses data obtained through semi-structured interviews with neuromarketing experts and examines the material through qualitative content analysis. The study informants highlighted eye tracking, facial coding or facial expression recognition, galvanic skin response, electroencephalography and AI-based visual analysis systems as the tools they use most frequently. They emphasised the value of objective behavioural data, clearer assessments of emotional responses, more effective testing of advertising and design and better-informed marketing decisions. These findings contribute to international debates on neuromarketing and extend understanding of how these tools support marketing research. Although most neuromarketing studies focus on larger markets, the Lithuanian context offers lessons for smaller European markets and other developing neuromarketing environments. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
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Author's Biography
Gita Šakytė-Statnickė is an associate professor at the Klaipėdos Valstybinė Kolegija, Higher Education Institution, where she leads the applied scientific research, ‘TMV-267: A Model for Applying Neuromarketing Tools in Marketing Research from the Perspective of Lithuanian Neuromarketing Experts’. She holds a PhD in the area of social sciences, field of management and is an active member of various professional and research networks, including the European Educational Research Association, the Researchers’ Excellence Network and the Lithuanian Marketing Association. Her research interests focus on marketing and the application of emerging technologies, particularly AI and digitisation in business and education. She also conducts research on human resource management, generational diversity in the workplace and employee work engagement. She is the author or co-author of more than 40 scientific publications published in national and international journals. She actively participates in international research projects and academic events, contributing to knowledge development in the fields of digitisation and human resource management.
Ieva Driežytė is a communications and marketing specialist at Klaipė da City Municipality, where she helps shape the city’s public image and strengthen its communication activities. Her work focuses primarily on drafting press releases, maintaining consistent media relations and disseminating clear and accessible information to the public. She also contributes to communication initiatives that promote Klaipė da as a modern, attractive and dynamic city. Ieva holds a bachelor’s degree in digital marketing from the Klaipėdos Valstybinė Kolegija, Higher Education Institution. She is a member of the applied scientific research, ‘TMV-267: A Model for Applying Neuromarketing Tools in Marketing Research from the Perspective of Lithuanian Neuromarketing Experts’ team at Klaipėdos Valstybinė Kolegija.
Citation
Šakytė-Statnicke, Gita and Driežyte, Ieva (2026, September 1). Application and benefits of neuromarketing tools in marketing research: A perspective from Lithuanian neuromarketing experts. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 12, Issue 2. https://doi.org/10.69554/BEBR6947.
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