CERTAMENTE is back in presence on 17 May at Base Milano, cultural hub.

The event will be an opportunity to understand the effectiveness of applying neuromarketing and behavioural sciences to marketing and communication strategies.

The programme is full of innovative content: there will be several testimonials from international experts who will illustrate strategies successfully applied in large companies. 

Our company is a scientific partner of the event and our scientific director, Prof. Fabio Babiloni, will open the event with an introduction on Neuroscience applied to the corporate world.

Following Charles Spence (Professor of Experimental Psychology, Oxford University) will talk about how to innovate multisensory perception of tasting experiences.Simon Lancaster (internationally renowned Speechwriter) during his talk will illustrate how, by combining rhetoric and neuroscience, an effective guide to the language of leadership can be created. Finally, Matteo Motterlini (Full Professor at San Raffaele University) will explain how decision-making is generated in our mind in the field of economic choices.

In the afternoon there will be concrete national and international business cases through three thematic sessions in parallel.

It will discuss how to optimise digital marketing campaigns through Neuroscience. It will be understood how Neuromarketing can be used to innovate products and logos and improve the consumer experience in stores, illustrating strategies successfully applied in large companies.

In addition, during the conference there will be the opportunity to "touch" Neuromarketing at a stand of our company where new neuroscientific technologies can be used.

As always, the day will be an excellent opportunity to collect new thoughts that can be put into in company marketing and communication practices.

The study on Michelangelo's Moses, conducted by our team, was reported during the TV programme 'Generazione Bellezza' on RAI 3, in the episode of 14 April 2023.

The Mindtooth system, developed by our start-up as part of a European Horizon 2020 project, was used to detect the emotions and interest aroused by viewing the sculpture.

The easily wearable device is able to measure how our brain and body react when we are in front of works of art.

The results showed that it is not enough to be in front of the sculpture, but, to maximise emotion and interest, one has to look at it from a well-defined point: the one from where the eyes and the intense gaze of Moses meet, i.e. in the lateral position to the statue. Instead, in the frontal viewing position, where the Moses' gaze does not directly meet that of the visitors, the measured emotion is significantly lower.