Neuromarketing applied to retail brands and startups: how to design more attractive and healthy products

How AI and neuromarketing analyse consumer preferences in real-time 

The combination of artificial intelligence with neuromarketing techniques such as fMRI (functional magnetic resonance imaging that measures brain activity in real-time) enables the analysis of consumers’ brain reactions to marketing stimuli to understand their deeper preferences. 

AI models (especially neural networks and supervised learning) process complex data from brain scans to classify emotional responses, predict commercial success, and segment profiles according to emotional or rational responses. 

Real-time analysis of consumer preferences 

Thanks to techniques like fMRI, EEG, eye-tracking, and biometric sensors, it is now possible to measure brain activation in milliseconds when exposed to product stimuli, packaging, or nutritional claims. This detects emotions related to taste, memory, or reward, optimising marketing strategies in real-time. 

• Automatic classification of brain responses  Consumers scans images of packaging, names, or nutritional claims while AI classifies in milliseconds if the product generates positive activation in taste, memory, or reward areas. 

• Prediction of new product success  Systems trained with historical neural patterns predict with high accuracy whether a new healthy product will be accepted by consumers based solely on their brain response to packaging or description. 

• Instant neurological segmentation  AI groups consumers according to their brain profile in real-time: those more sensitive to emotional claims versus those who respond to rational arguments. This allows designing personalised food campaigns even on digital platforms. Moreover, emotional analysis technologies offer real-time insights on emotional attention, transforming the way campaigns are segmented and optimised. 

Success stories in major brands 

Brands like PepsiCo or Nestlé have used fMRI, EEG, and eye-tracking studies to identify emotional reactions and improve their brand perception, reformulate flavours, or adapt messages according to consumer segments. 

• Nestlé 

In collaboration with Swiss universities, Nestlé used AI with fMRI to evaluate consumers' emotional responses to low-fat enriched yoghurts. By analysing activation in regions related to taste and memory, they managed to reformulate flavours to improve perception without increasing sugar. 

• PepsiCo 

The company combined fMRI with clustering algorithms. These methods identified segments that responded positively to emotions linked to health and energy, allowing them to create suitable messages in their campaigns. 

• Startups 

Platforms like Neurotrend or Foodpairing AI are bringing these tools to small and medium-sized enterprises in the food sector. Through virtual tests and algorithms trained with global neuroscientific data, they offer predictions on the sensory or emotional impact of vegan products, low-sugar snacks, or functional beverages. 

Practical applications for your SME 

Even without fMRI, you can take advantage of accessible tools like eye-tracking, AI-enriched A/B surveys, and sentiment analysis to segment audiences according to emotional and rational profiles, personalise campaigns, and optimise conversions in real-time. 

1. Virtual tests or online videos 

• Use platforms that simulate virtual sensory tests: show different packaging or claims and measure reactions via eye-tracking or emotional feedback. 

• Implement gamified mini-surveys on social media to capture spontaneous reactions linked to emotions. 

2. AI-enriched micro-surveys 

• Run A/B campaigns where one group sees an emotional message and another a rational one and collect data on subsequent behaviour (clicks, time on page). 

• Automatically analyse which messages generate more engagement or conversion, adjusting marketing in real-time. 

3. Emotional segmentation for personalised communication 

• Create two or more audience segments based on previous reactions (emotional vs rational audience). 

• Customise emails, social networks or landing pages with different messages according to segmentation: for example, emotive testimonials for one group, nutritional data for another. 

4. Indirect support with free or lower-cost technology 

• Implement sentiment analysis tools on social networks or automated surveys to monitor real-time emotions (joy, surprise, curiosity) 

• Use eye-tracking accessible in video or heat maps to observe which elements of the packaging or website attract more attention. 

The combination of artificial intelligence and neuromarketing allows understanding the consumer beyond what they say, by analysing their brain reactions in real-time. 

Although major brands apply advanced techniques like fMRI, small businesses can also use adapted versions to optimise packaging, messages, and personalised digital campaigns. This improves conversion and loyalty by connecting with real needs. 

Explore more content on our Platform.