La aplicación del Data-Driven Neuromarketing en el análisis del comportamiento de compra digital de las consumidoras de productos de cuidado facial de la ciudad de Quito

Abstract

Data-Driven Neuromarketing is a business strategy currently employed across various industries worldwide, thanks to the increased accessibility of information made possible by the digital age. This article aims to analyze the application of this technique in the digital purchasing behaviour of female consumers of facial care products in Quito, justified by the economic growth of the cosmetics industry and the current trend of self-care among women. This will be carried out through a descriptive, quantitative, and qualitative research approach, supported by surveys conducted with consumers of these types of products and data collected from digital content that includes neuromarketing elements. In this way, it concluded that Instagram and TikTok are the platforms most used by women to discover new products today, that these platforms provide valuable data about users and potential customers, and that internet users respond more favourably to content that incorporates neuroscience principles. All this together establishes Data-Driven Neuromarketing as a precise and effective tool for studying target audiences for strategic purposes.