Neuromarketing Science & Business Association (NMSBA)

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Fernando Basagoitia

Consultant, Trainer, Adjunct Professor, Coach

The Néphila Project


Member profile details

First name
Last name
Job title
Consultant, Trainer, Adjunct Professor, Coach
The Néphila Project
El Salvador
Business Consultant and Innovation Coach. Twenty years of experience. Fourteen years with small multinational and international companies.

Specialties: Lean Process Improvement and Innovation, Applied and Lean Innovation, Strategic Neuromarketing, Gamification, and Change Management.

Fernando Basagoitia BSIE, MBA, is first and foremost an entrepreneur. He is also a Six Sigma Greenbelt, and a Lean Manufacturing Change Agent.

Fernando has a postgraduate certificate in the neuroscience of leadership by Middlesex University (U.K.) and the NeuroLeadership Institute (Australia), and is a graduate of the The Neuromarketing Manager Program by the Hamburg Media School (Germany). He also has three Coaching certifications.

He is a PhD student in Project Management with FUNIBER/UNINI (2017-present)

He came across applied neuroscience for the first time in 2004, and created his first brain-based training course from 2008 to 2010 by applying Paul D. McLean’s Triune Brain Model to Negotiation.

Fernando has been designing strategies and processes to innovate and apply creative, low-budget, and high-effectiveness marketing results since 2002 when he started his first business.

After his initial success with the Triune Brain Model he transitioned to teaching Neuroscience for other applications, most recently complementing it with Lean Innovation, Design Thinking, Behavioral Economics, and Evolutionary Psychology. Currently he focuses on Innovation and Neuromarketing Consulting and Training, which includes Consumer Experience (CX) design and Gamification.

Company: The Nephila Project.
Innovation Consulting
Brain science applications for Marketing, Sales, Communication, and Leadership.
Gamification for Marketing, Employee Engagement, and Teaching.
Former interpreter/translator for the English-Spanish languages (1996-2004).

Adjunct professor:
2014-2017: Graduation Seminar courses on Creativity, Innovation & Design Thinking and Negotation for Universidad Francisco Gavidia
2014: MADE-UCA (Operations), ESEN (Applied Neuromarketing), Universidad Tecnológica de El Salvador (Neuroscience-based leadership), 2013: MADE-UCA (Operations), ISEADE-FEPADE (Neuroscience applied to Customer Service), ESEN (Applied Neuromarketing), Universidad Tecnológica de El Salvador (Neuroscience-based leadership) 2012: MADE-UCA (Operations), ESEN (Applied Neuromarketing), Universidad Tecnológica de El Salvador (Neuroscience-based leadership).
Local Chair Term
  • Jan 2015 - Jan 2018
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