Neuromarketing mix y la inteligencia de negocios en las mipymes de la Provincia de Chimborazo

Abstract

The core of the study focuses on overcoming the limitations of the data collection instrument previously used by BI-DATA, which did not consider emotional factors in the respondents' responses, introducing biases in the results. The titled study explores the integration of the Neuromarketing Mix in Business Intelligence systems to optimize data collection by the ESPOCH BI DATA research team. Through the adoption of advanced Neuromarketing technologies, such as Face Coding biometric equipment, the aim is to capture the real emotions of the subjects during the survey, allowing for deeper analysis and reducing biases. The work adopts a mixed methodological approach, combining qualitative and quantitative analysis, to evaluate how consumers' unconscious emotions and reactions impact their purchasing decisions. This perspective aims not only to improve the marketing strategies of MSMEs, but also their operational efficiency and economic growth in the region. The findings reveal that the fusion of the Neuromarketing Mix with Business Intelligence improves the way data is collected, this because it manages to collect more precise and reliable data for the BI DATA research team of the ESPOCH, which will feed free information to the MSMEs of Chimborazo, contributing to the significant improvement of decision-making and market positioning. Likewise, the study highlights the importance of these tools for the analysis of spatial consumption patterns, providing valuable insights for the implementation of Neuromarketing technologies and Business Intelligence systems. In conclusion, the proposed integration is identified as a key element for success when collecting data for a business intelligence system, in this case to feed ESPOCH's BI DATA team, thanks to the fact that it improves precision and reduces errors. biases of the data collected by the team, which will be shared with MSMEs and public institutions in the province of Chimborazo.