Introduction: New tools to better understand the consumer response
Market evolution based on technological developments
In recent years, technological advances have permeated all areas of knowledge, generating a revolution by leaps and bounds of human knowledge; the world of market research is no exception. The consolidation of digital marketing, the appearance of and the evolution of marketing itself have been challenged to improve their strategies, optimise budgets and maximise the effectiveness of advertising campaigns and stimuli. These new tools and methodologies came to the market researcher's mind to help them to decode in greater depth the behaviour of consumers, by providing brands with better and greater information to reduce risk in decision-making. Being able to measure the biometric impact (unconscious response) of a marketing stimulus on consumers was one of the main advances in this sector.