On Thursday, 15 March 2018, the third-year Marketing Research students at the University of Pretoria attended a guest lecture presented by Werner van Zyl, Co-founder of the Neuromarketing Association of South Africa (NMASA) and Founder/Director at Connectomes (formerly Neuromind), a consultancy specialising in custom brain-based marketing and behaviour research.
The field of neuromarketing combines neuroscience and psychology to better understand consumer behaviour. Mr Van Zyl is extremely passionate about the value that technology, neuroscience and psychology, when combined, can add to business potential. He explained to the students what neuromarketing is and gave examples of how typical physiological measures are used in neuromarketing, such as eye-tracking, an electroencephalogram (EEG), electrocardiogram (ECG), galvanic skin response (GSR) and functional magnetic resonance imaging (fMRI).
Mr Van Zyl completed his BCom (Hons) Marketing Management degree at the University of Pretoria. He has also completed various psychology courses and attained a Master of Business Administration (MBA) from Regent University. He is currently studying toward his doctorate in business leadership at Unisa’s School of Business Leadership.
From left to right: Emilie du Trevou, Jancke Martins, Werner van Zyl (holding an EEG headset), Elrico Botha, Luisa Cardoso and Brandon Simpso
From left to right: Emilie du Trevou, Jancke Martins, Werner van Zyl (holding an EEG headset), Elrico Botha, Luisa Cardoso and Brandon Simpso
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