Neuromarketing: a powerful tool, but still underutilized in Portugal.

This article is part of the 16th edition of ECO magazine. You can buy it here. Imagine being able to know, with scientific rigor, what captures the public's attention and what might lead them to buy a product, without having to ask them and even if they can't verbalize it. That is precisely the promise of applying neuroscience to marketing. It allows us to "go beyond what people say in focus groups or surveys and scientifically analyze how they feel, because we now know that the decision-making process occurs at a subconscious level," explains Pedro Vieira, marketing director at Zome and consultant in the field of neuromarketing . Some companies have already tested facial expression analysis and eye-tracking techniques to optimize their advertising campaigns, measuring engagement.

For you

Pedro Vieira, from Zome, in the first person.

With an "atypical" career path in marketing, it was in Cape Verde that Pedro Vieira discovered neuromarketing. He is passionate about sports and humor, but traveling is what he enjoys doing most in life.

Rafael Ascensão, June 30, 2025