Marketing Research for Breakfast

The use of Neuroscience in market research

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Professor Anders Gustafsson at BI Norwegian Business School and Assistant Professor Poja Shams Karlstad Business School will give a lecture on the use of Neuroscience in market research. Following the lecture, you are invited to discuss how you can apply his insights in your business practices.

We do see an inflow of new approaches and methods that are designed to engage customers and track their behavior. These could be interactive adds as seen from movie “minority report” where adds speak to Tom Cruise as he passes by. The approaches can also be beacons that call for customers’ attention and change if customers do not react to what is displayed. Or simple techniques that has as its purpose to understand customer movements in a retail facility.

These solution builds on different ways of capturing information from customers; they can be simple solutions like picking up signals from customers’ cellular phone to more advanced methods that read faces and reactions from faces.

The purpose of this seminar is to give an over-view of what presently is possible to do and a potential path forward. A disclaimer is that this is a field that is rapidly moving and is quite wide which in turn implies that we may not cover all on-going activities.

Practical information

  • Time:Wednesday, 15 April 2020 08:00 - 09:30
  • Place:BI - campus Oslo
  • Contact:Bjørn K. Svendsen (


  • Time
  • Title
  • Speakers
  • Registration and light breakfast

  • The use of Neuroscience in market research


    Professor Anders Gustafsson, BI Norwegian Business School and Assistant Professor Poja Shams, Karlstad Business School

  • Questions/discussion