A supermarket in IULM? Here's the Neuro Retail Lab
Professor Vincenzo Russo explains the experimentation conducted at IULM by the Behavior & Brain Lab
The experiments and research of the Behavior & Brain Lab-directed by Prof. Vincenzo Russo-investigating people's behaviors and choices with the tools of neuromarketing add a new piece to this interesting framework in which our University is at the forefront. In a space in IULM Building 7, in fact, the Neuro Retail Lab has been created: a sort of small supermarket-laboratory, with shelves and products arranged as in a real store, designed to analyze users' behaviors and the factors that influence their purchasing decisions.
In Prof. Russo's words, it seeks to "try to measure the emotional reaction of consumers in front of a shelf or in front of packaging in the shelf."
The purpose of the experiment is to provide companies with tools and especially scientific measurements of consumer reactions and behavior. In this way, companies' marketing choices can also be directed by these experiments.
Watch the interview with Prof. Vincenzo Russo here: