Client: Company specialised in neuromarketing applied to FMCG, retail, media, digital platforms and
other sectors.
Año: 2021 – present.
Creation of a recruitment lab for B2C and B2B neuromarketing studies, both in-person and online.
Keywords: Neuromarketing · B2C & B2B · FMCG · Media & entertainment · Digital platforms · In-person and online studies · Content viewing · Product tastings · Online surveys · In-depth interviews · Focus groups · Specialised recruitment.
Challenge
Since 2021, we have been working as a recruitment partner for a neuromarketing company that runs in-person and online studies in different Spanish cities (Madrid, Barcelona, Valladolid, etc.) and remotely.
We didn’t just do project-by-project recruitment: we co-designed with the client a recruitment LAB for neuromarketing, valid for both in-person and online studies:
A stable recruitment structure, which can be activated by brand, category, profile type (B2C and B2B) and city.
Specific protocols for health, safety, sensory requirements and familiarity with devices.
A living pool of qualified participants, reusable and updatable over time.
Methodology
Recruitment LAB for neuromarketing:
Definition of a common B2C and B2B recruitment framework (minimum filters for health, vision, hearing, consumption, relationship with brands and platforms).
Creation and maintenance of a qualified panel with key variables for in-person and online studies (consumption habits, exposure to media/content, conditions for measurement and for remote participation).
Invitation, reminder and replacement protocols designed to reduce no-shows and ensure continuity in fieldwork.
What we considered when recruiting for neuromarketing:
Health and safety: exclusion of profiles with epilepsy, certain neurological conditions, pacemakers or medication that could alter physiological responses.
Sensory and physical requirements: normal or corrected vision and hearing, and specific guidelines for the use of sensors (hair, accessories, make-up, etc.).
Consumption and exposure context: segmentation by frequency and occasions of consumption, scheduling aligned with natural usage moments, and control of prior exposure to content when testing new pieces.
Comfort in lab and online: clear messages about what participation involves, duration, dynamics, breaks and technical requirements (device, connection, quiet environment).
Recruitment – quantitative perspective:
Recruitment for viewing sessions and in-person product tastings with neurophysiological measurement.
Recruitment for online surveys after exposure to campaigns, concepts or brand experiences.
Recruitment – qualitative perspective:
B2C and B2B recruitment for in-depth interviews and focus groups, both in-person and online.
Balance between brand-affine profiles and more critical or distant participants, depending on the study’s objectives.
Results
Thanks to the Neuromarketing Recruitment LAB, the client can:
Run repeated waves of in-person and online studies with consistent samples and stable attendance rates.
Work with finely tuned profiles for each brand brief, category and decision type, in B2C and B2B, while maintaining strong criteria for safety, comfort and data quality.
Reduce internal operational load, focusing their teams on study design, measurement and neurophysiological analysis.
Rely on a reusable and scalable recruitment infrastructure that accelerates planning and the launch of new studies throughout the year.
