Neuromarketing Science & Business Association (NMSBA)

  • December 19, 2014 09:11 | Simone Oude Luttikhuis
    Welcome to Barcelona!
    We are proud to announce that we moved the Neuromarketing Capital of the World to the creative heart of Europe, Barcelona! Today we announced the agenda and the full list of speakers

    Understanding Creativity
    Marketing and advertising all start with an idea, a creative concept. By a better understanding of why only some ideas are successful, we aim to address the importance of neuro in the whole creative process. 

    With contributions of Robert HeathDouglas Van PraetDuane VaranMichelle AdamsNick Southgate and many more, we are convinced that this is once again the must-attend event in the industry. Register now!

    The mainstage language of the forum is English
    NEW: Simultaneous translation in Spanish is available on Thursday and Friday. The master class on Wednesday is for interactivity reasons available in both English and Spanish.

    NEW: #NMWF4Students
    We welcome all students on a special afternoon where they will get an introduction to neuromarketing by Thomas Zoëga Ramsøy and Bernd Weber. Besides, students can mingle and meet-up with the industry during the Neuro Tapas Party.Learn more »

    Social Events: Dinners and Drinks
    Spain is famous for its good food! Join us on these tasteful occasions:
    Tuesday March 24: Opening Reception 20:00-22:00
    Wednesday March 25: Neuro Tapas Party 20:00-22:30
    Thursday's March 26: Exclusive Dinner at Gaudi's Casa Battló 21:00-23:00

    On March 26th we will have an exclusive networking dinner in Casa Batlló, a renowned building located in the center of Barcelona and one of Antoni Gaudí’s masterpieces. Enjoy wining, dining and meeting old and new colleagues.

    Registration fees include all social events! Register now!

    - Hotel / room block discounts extended until December 30, 2014 (note that these are subject to availability)
    - Early bird discount on registration fees apply until February 15, 2015
    - Check out flights to Barcelona (BCN is most convenient) with discounts up to 30%
    Learn more »

  • December 18, 2014 20:35 | Carla Nagel (Administrator)

    We receive many questions how to get your organization listed in the business directory of both, this website and the Neuromarketing Yearbook. Click here to follow the instructions.

    Directory listing is free of charge for personal and corporate members. Others pay 50 Euro (ex taxes).

  • December 02, 2014 10:28 | Carla Nagel (Administrator)
    Partnering with the Chief Marketing Officers Council, the NMSBA develops a survey of the marketing professionals regarding the use of neuromarketing services. The questionnaire will be sent to a large representation of the CMOC members of 8000 corporations in 110 countries and will be supplemented by personal interviews with select users and non-users, and some service providers.

    To make the project viable, we need the NMSBA community to share opinions regarding the issues to address. Next to this, there is an opportunity for up to 8 companies to sponsor (for a fee) the survey. Support will be officially recognized and their top managers will be interviewed to share experiences. Further, vignettes of the sponsors’ activities or mini-cases will be featured in the published book. The final report will be presented at the Neuromarketing World Forum in Barcelona and shared with the CMOC worldwide. Leon Zurawicki ( from the University of Massachusetts runs the study. Send him any suggestions you have.  

  • November 27, 2014 11:14 | Carla Nagel (Administrator)

    Today we published the online directory of neuromarketing companies. Visit to review the 2014 listing. If you forgot to register for 2014, or you were not a member yet at that time, you can send any addition on this listing to us. We will publish it as soon as possible.

    You can also register for the 2015 listing now. Directory listing is free of charge for personal and corporate members. Corporate members have the opportunity to add up to four satellite offices to their HQ listing (so a total of five addresses per plan). Click here to add your 2015 listing now, make sure you are logged on to see the free option. (we ask to register for listing every year - to make sure that the info is accurate and up-to-date)

    If you register before January 15, 2015, your listing will be included in the new neuromarketing yearbook.

    PS. If you are not a personal or a corporate member you can buy a 2015 listing for 50 euros excl. taxes, use this link to sign up

  • November 17, 2014 16:49 | Carla Nagel (Administrator)

    Researchers, neuromarketing industry and clients with experience in neuro meet-up at the first day of the Neuromarketing World Forum during the Neuromarketing Leaders Meeting. This interactive meeting is the once-in-a-year opportunity to discuss the challenges and opportunities of our young industry with peers from all over the world. 

    We are currently gathering topics to discuss. If you are attending the Neuromarketing World Forum, you might even want to host a table on your topic of interest. Please let us know if you are interested in doing that and on which topics you prefer. 

    Kind regards and hope to all welcome you in Barcelona March 25-27! 

  • November 11, 2014 17:16 | Simone Oude Luttikhuis

    NMSBA Advisory Board Elections

    The term of the first NMSBA board is ending per February 1, 2015. We would like to express our appreciation for all the efforts Richard Silberstein, Gemma Calvert, Martin de Munnik, Christophe Morin and Rafał Ohme have made during the last 3 years. Among a long list of achievements, we need to mention their contribution to:

    • The launch of the ethical code
    • Launch of Neuromarketing Theory & Practice (quarterly)
    • Formalization of the association
    • Major steps in corporate accreditation and
    • Support in daily operations like local chair elections, NMSBA yearbook, Neurotalent of the Year and the Neuro Against Smoking project

    Richard, Gemma, Martin, Christophe and Rafal: Thank you very much!

    January elections

    Do you want to be part of the NMSBA Advisory Board 2015-2018? To present our varied community, we are in search of a balanced board of active and enthusiastic NMSBA members from:

    • the neuromarketing industry
    • neuroscience/behavioral science
    • teachers
    • marketing / consumer insights and
    • business (client side)

    The term of the NMSBA advisory board is 3 years. The NMSBA advisory board is responsible for all (non-operational, non-financial) and starts February 2015.

    For more information about the elections, visit this page.

  • October 20, 2014 13:11 | Simone Oude Luttikhuis

    Next steps for corporate accreditation

    Dear all,

    The NMSBA Board has recently approved the introduction of a new class of corporate membership, specifically ‘Accredited Member’.

    This is a new class of corporate membership (to be introduced Q2 2015) that entails an additional level of accreditation based on the scientific methodology that the company is offering as a part of its Neuromarketing services.

    The evaluation of the neuromarketing methodology (or methodologies) will be conducted by the Accredited Membership Committee (AMC) that will comprise four persons appointed by the NMSBA Board. Details of the terms of the appointment, such as duration etc, are outlined in this document.

    I believe that the AMC has the opportunity to play an important role in the maturation and wider acceptance of Neuromarketing. The Board invites NMSBA members to submit the name of one or two people who they think could make a contribution to the work of the AMC. The major criteria that the Board will be considering when it seeks to identify suitable potential AMC members include the following:

    1. Important: Relevant academic training in areas of either, cognitive science or cognitive neuroscience with exposure to at least one of the neuromarketing techniques listed in 3 (below).
    2. An advantage: Some exposure or experience in the fields of marketing, sales or market research.
    3. Important: So as to avoid conflicts of interest, the nominees should not be offering neuromarketing commercial services. In this case, neuromarketing commercial services are defined as those that utilize one or more of the following methodologies:

    • functional Magnetic Resonance Imaging (fMRI)
    • Electroencephalography (EEG)
    • Steady State Topography (SST)
    • Near Infra-Red Spectroscopy (NIRS)
    • Implicit Association Tests and other reaction time based tests of unconscious preference.
    • Biometric measures including, Galvanic Skin Response, heart rate, respiration, body movements and pupillometry).

    As indicated, criteria 1 and 3 are important while criterion 2 is an advantage but not critical. While desirable, it is not necessary for the person nominated to be a member of the NMSBA.

    As Chairman of the Board, I would invite members to give some consideration to the task of identifying potential members of the AMC. Please submit your suggestions to Carla Nagel by no later than Dec 1, 2014. When submitting names, please appropriate contact details so that the NMSBA can communicate directly with the potential AMC member.

    With my regards,

    Professor Emeritus Richard Silberstein
    Chairman, NMSBA Advisory Board

  • October 14, 2014 16:54 | Carla Nagel (Administrator)

    NMSBA is proud to announce a new membership model that better fits the needs of our three types of members we have:

    • People, Organizations and Businesses with an interest in Neuromarketing 
    • Neuromarketing Industry
    • Academics

    The new membership model will consist of two groups; business and academic, and both will offer several options of membership.

    For business

    • Free
    • Subscriber
    • Personal
    • Corporate

    For academics

    • Free
    • Student
    • Researcher

    If you are already a member of the NMSBA, migration with benefits is possible until November 15, 2015. Current members are automatically imported as 'personal members'.


    If the criteria of becoming a research apply to your personal situation*, enrich your membership profile with the url of your LinkedIn page. And send an email to 

    The following situation applies:

    Situation 1. You’ve already renewed this year. Normally a research membership costs €149 a year. Since you’ve already paid 299 we offer to migrate your membership to ‘researcher’ without any costs involved. (you immediately enjoy the benefits of being a research member) and we will set your renewal date to November 1, 2015 without any costs involved. 

    Situation 2. You’ve not renewed yet this year. Downgrade your research membership before November 15, pay €149 and immediately enjoy the benefits of the research membership plan. We will send your renewal date to original renewal date + 1

    *Note that the criteria to apply for research membership are:

    • Primary email address is from an educational institute
    • This institute is also listed as your core organization at your LinkedIn profile


    Situation 1. You’ve already renewed this year. Normally a corporate membership costs €599 a year. If you upgrade before November 1st, you only pay €300 and we will set your next renewal date to November 2015. You will immediately enjoy the benefits of the corporate membership offer.

    Situation 2. You’ve not renewed this year yet. Upgrade your membership to corporate before November 15, 2014 pay 599 euro and your renewal date will be set to 1 November 2015. You will immediately enjoy the benefits of the corporate membership offer.

    NOTE: To join the benefits of above offer, do NOT upgrade your membership automatically. But send a request to instead, so we can take care of the right migration of your membership, you will receive an invoice which should be paid before November 15 2014 to take advantage of the above offer. As soon as the payment is received, you the benefits of your corporate membership applies. 


    If you wish to downgrade your membership to the FREE plan, you can just wait until your renewal date and ignore the renewal messages. The delivery of Neuromarketing Theory & Practice and the yearbook will stop automatically.

  • October 14, 2014 15:16 | Carla Nagel (Administrator)


    Oct 14, 2014 - by Carla Nagel

    Neuromarketing in Retail 2014

    Last week we finished one of the best conferences we ever organized: Neuromarketing in Retail 2014. Neuromarketing is one of the most relevant topics for shopper marketers these days. The conference is a practical explanation of the latest brain research findings that are most relevant when it is your job to understand consumer buying behavior.

    And … the audience loved it (have a look at Twitter – Hashtag #NEURRRO).


    Because… A) You did not hear about it
    or B) You think € 999 for a conference pass is too expensive

    Huge challenge for us to solve these issues for you. And annoying too. Because in fact, it is in our best interest as the association for neuromarketing to share as much as possible and to welcome everyone with a professional interest in neuromarketing and not only those with bigger budgets for education.


    Let me reveal the financial secret of the conference industry. Why is a conference so expensive? Above issues (you did not hear, you think it is too expensive) are related. Let me explain why.

    1. Marketing budgets are huge. Did you know that of every 999 euro spent on the conference 350 euro goes to marketing? And what is the added value for a participant attending the event? Does he or she cares that we advertised in magazines, put effort in direct marketing and had banners on a wide range of related media?

    2. Meetings are risky. I explained how risky meetings are during the closing ceremony of Neuromarketing in Retail 2014. I drafted a (very professional) chart, where the risk of both parties is explained (see below). On the horizontal axis you’ll find the number of days in a one-year campaign for a conference. On the vertical axis the amount of risk. The graph shows the risk for both participant and organizer.

    Conferences & risks for organization and participants. Copyright by Carla Nagel :-)

    The risk for the organization

    365 days before the event, the risk of an organizer is about zero. The organization did not book any speakers, did not put any effort in terms of time by putting the meeting together, did not spend any euro on marketing and there are no contracts to be signed nor paid (or at least you will have good cancellation conditions at this stage). During the year the risk for the organizer increases, and the organizer needs to make an estimate on for instance number of delegates. Result: the participant pays for the open chairs in the room in all cases when the conference is not sold out.

    The risk for the participant

    For the participant the risk moves in the opposite direction. Signing up to a conference a year ahead seems almost ridiculous. At that point, participants do not know what their agenda will look like, if the topic of the conference is still relevant and they might not even be working for the same company as today.


    But it is this gap in risk, combined with the huge marketing budgets, why conferences are expensive. On top of that, there is a misconception that FREE is the only future business model when it comes to information. Yes, I know that “information wants to be free”. But conferences are so much more than information standalone. An event is all about:

    • connecting with like-minded people
    • interacting with speakers and
    • focusing on a single topic, without the daily office disruptions.

    And if you ever attended a FREE meeting, you must have realized that somebody is always paying the bill. You probably listened to commercial talks and during breaks consultants are chasing you with their business cards. Yes, it IS a model for conferences, but not the one I prefer for our high-quality meetings.


    Thinking this over and we realize that the cooperation between two innovative organizations (POPAI and NMSBA) forces us to rethink the traditional conference model. We would like to start an experiment and if it works, maybe this will become the standard.


    Are you disappointed you missed Neuromarketing in Retail? You now have the opportunity to sign up for only 100 Euro per person per day (and yes, all discounts apply, so we REALLY challenged our registration system on this!). From today until the event on October 15-16 2015, we will add 1 euro to the price every day for compensating the decreasing risk of the participant and the increasing risk for the organization. 

    Review all prices for all memberships types during the year ».


    We apply the same pricing system for our sponsor packages. Platinum sponsor packages start at €1150 (regular price 4800 Euro) and we add 10 euro per day. Gold start at 850 Euro and 8 euro is added every day until the conference, exhibition costs €699 and we will add 7 euro per day, bag inserts, logo sponsors and ad sponsors start at respectively €217,50  €517,50 and  €317,50 and every day the price is raised with 50 cents.

    Review all sponsor packages according to the new pricing system »


    Especially for those who attended Neuromarketing in Retail last year or last week, we would like to use your recommendation that this event is one of the most valuable events you have ever been to.

    Although marketing is your job, I think you agree that in terms of Consumer Experience, marketing has the least value for the participants. And we are eager to reduce our marketing budgets with this new system. This is not possible without your recommendation. So please click one or more buttons below. I think the world should know and understand the black box of conference finance.

    Thank you very much! And looking forward to welcome you all next year! Registration starts tomorrow!

  • October 11, 2014 10:13 | Simone Oude Luttikhuis

    Neuropersonality of the Year Competition

    Full of Neuro Passion? Great Presentation Skills? We are looking for enthusiastic ambassadors for the Neuromarketing field! Join the Neuro Personality of the Year 2015 contest and win a free ticket to the Neuromarketing World Forum 2015!


    The Neuro Personality of the Year is typically an ambassador of the field of neuromarketing, working or studying in the industry and has great presentation skills. He or she will be able to inspire the finalists of the Neurotalent of the Year* competition to get the most out of their presentations.

    The Neuro Personality of the Year will be responsible for and the presenter of the award ceremonies for the neurotalents of the year 2015.


    The Neuro Personality:

    • Is working in the field (or studying a relevant topic)
    • Acts like a ambassador for neuromarketing
    • Has great presentation skills
    • Is able to take responsible for the award ceremonies (encompasses physical and mental organization and time management abilities)
    • Has the time to coach and inspire the Neurotalent winners to get the most out of their presentation in Barcelona during February and March 2015 (because of the location of the candidates, this will take place via Skype and / or email). The Neuro Personality will be able to practice with the candidates on March 25 at 08:30 in Barcelona and of course to run the award ceremonies on March 26, 13:00 local time.
    To enter the competition, and show you the Neuro Personality of the upcoming year, share your ideas on the Neurotalent award ceremonies in a videomessage (max. 2 minutes). And send it before February 1st via WeTransfer to 

    In this video you explain:
    • An appealing (and feasible) format for the Neurotalent Award Ceremonies
    • How you will inspire and motivate the students to get the best out of their presentation

    The video will be used for internal purposes only. The content of the video is more important than the quality (in other words, a recording with your cell phone will do). The video is used to judge your presentation skills and to understand your ideas on the structure of the award ceremonies.

    *Visit for more information about the Neurotalent of the Year competition.


    From all the submissions the organization will select the best charismatic presenter with the most original and practical idea for the award ceremonies. All candidates will be informed personally at before February 9, 2015 latest and announced via the communication channels of the NMSBA. For more information contact

    *Already booked your ticket? Do not worry. You get a refund in case you'll win the competition!

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