Decoding the Neuromarketing World Forum 2019, by Lluís Martínez-Ribes


One more year, The Neuromarketing Science & Business Association (NMSBA) has organised the Neuromarketing World Forum (NWF), which is one of its flagship activities. In this two-day event, held in Rome, there were 18 talks delivered by professionals in this sector.

Lluís Martínez-Ribes, who assisted this NWF19, highlights some aspects of its content.

One of the most relevant aspects is that the majority of the talks referred to neuromarketing as a method to measure customers’ body reaction towards certain stimuli. This means that neuromarketing is generally understood as a tool for stimuli validation. However, none of the speakers mentioned how useful and interesting it can be to use the learnings from neuroscience to conceptualise brands, retail formulas or products created from scratch.

In this regard, what can be obtained by using neuromarketing as a tool to validate stimuli are some incremental improvements, but not disruptive innovations. Therefore, it will be necessary to consider other methods offered by neuromarketing, such as brain-pleasing marketing, which is already being successfully applied in projects from a very diverse nature.

Considering all this, Lluís Martinez-Ribes has written an article on which, besides providing his own interpretation of the content of this NWF19, he also makes some assumptions about the future paths in the use of neuromarketing in the near future.

This article, published in Lluis’ LinkedIn profile, is called ‘Decoding the Neuromarketing World Forum 2019’. You can read the complete text here.

Lluis Martinez-Ribes is offering a Brain-Pleasing Marketing Workshop in Asebuss Business School (Bucharest, Romania)

This week, Lluís Martínez-Ribes, m+f=! co-founder, is offering a Brain-Pleasing Marketing workshop in Asebuss Business School in Bucharest.

Asebuss is one of the leading business schools in Romania and offers business education programs for managers, entrepreneurs or consultants. The teaching methodology used in this business school is characterised by being innovative and continuously improved. One of the things that make these programs -including Executive MBA and Entrepreneurial MBA- stand out is its relevant international dimension. Asebuss has partnerships with universities from The United States and, indeed, most of its professors have been trained in American universities.

On this occasion, Lluis will be offering an intensive 2-day workshop for open-minded professionals who will learn methods to innovate in their job by using latest -generation marketing.

Moreover, Lluis has had the privilege to be interviewed by Cariere journal, one of the most well-known business magazine in Romania.

m+f=! has attended the Neuromarketing World Forum 2019


Rome has turned, for a few days, into the Neuromarketing Capital of the World. The Neuromarketing Science & Business Association (NMSBA) has chosen the Italian city to host the eighth edition of the event Neuromarketing World Forum 2019.

Lluis Martinez-Ribes, m+f=! co-founder, has been attending this event. Among other things, he has attended different conferences delivered by some of the most relevant experts in the sector. This annual meeting, which is one of the most important in the neuromarketing field, lets attendees know about the latest news and get inspired listening to other professionals talking about the most recent innovations.

Some of the issues addressed are: understanding shopper behavior, updates on neuromarketing techniques or the relationship between the academia and the industry in neuromarketing.