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Neuromarketing & fruit and vegetables (July 2019)

Which elements can improve the purchasing process in the fruit and vegetables department?

BrainSigns in collaboration with Agroter, a consulting company specializing in the marketing of fresh food products, has already conducted a study to investigate the purchasing dynamics of the fruit and vegetable category and to better understand what can help promote sales and to make it a more immersive experience. In 2016, it was the first study applied with neuromarketing techniques in Italy.

The participants, equipped with a shopping cart and a shopping list, visited some departments of a supermarket in Rome: biscuits, detergents and fruit and vegetables. During the test they wore sensors for the acquisition of the electroencephalographic signal (EEG) and for the detection of the point of sight (Eye-Tracker), then short interviews were conducted with the participants.

The use of these technologies allowed to measure the emotional’s level, cognitive involvement and focus attention of participants in different departments, and in exposure conditions of layout, packaging and presence of promoters at the entrance of the store.


Agroter, focusing on the fruit and vegetable sector, was aware of the real decrease in consumption of fruit and vegetables despite the opposite is stated on the basis of data collected from traditional research.

According to the Agroter Fruit and Vegetable Monitor, in eleven years of interviews to responsible of purchase, the perception of having increased consumption had the upper hand.  For this reason it was decided to investigate this phenomenon through neuroscientific technologies pursuing the following objectives:

  • explore the effect of the visual attention elicited by different apple’s packaging on consumer behaviour
  • understanding how different strategies of product placement on the shelves, can affect the consumer behaviour
  • study the impact of promoters outside the store

This Neuromarketing study has shown that innovative packaging, simplicity, display clarity and the element “reassurance”, determined in this case by the promoter present at the entrance of the supermarket, can do much to improve customer satisfaction.

Managers and communication experts will be able to consider these aspects of research for a future relaunch of the fruit and vegetable department.

The promotion of fruit and vegetables is certainly a challenging and very complex issue but this neuromarketing study has shown clearly that it is possible to get better. It has shown with a short experiment some key elements not detectable only with traditional analysis techniques that they take more time.

Learn more: click here to read the full article   



BrainSigns again awarded as Italian excellence

BrainSigns has received 2 awards as Italian excellence for the category Research and Training in the splendid location of the Aula dei Gruppi Parlamentari within the Camera dei Deputati.

On 19 June the Gala of Made in Italy was held with the presence of institutional authorities, politicians and public personalities of the show business and the press to reward  the “Italia of the credit” and those who have distinguished themselves by quality, entrepreneurial spirit and professionalism.

Prof. Fabio Babiloni, Founder and Chief Scientific Officer of BrainSigns, present in the list of the Top Italian scientists and first Italian author to publish scientific articles on neuromarketing applications, has been awarded in the category Research and Training, for being distinguished in the research and international scientific dissemination activities of neuromarketing and for the application of this discipline in the business world.

Ing. Gianluca Borghini, Bioengineer of BrainSigns, also received an award for his excellent international contribution in the development and application of Bioengineering methodologies in operational contexts, such as aviation and air traffic control.

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We are proud of receiving these achievements for the work done in the areas of Research and Training, since the event represents an important opportunity to enhance the excellencies of our country.


Neurophysiological measures out of the lab

On May 20th BrainSigns will host a workshop at Department of Physiology and Pharmacology "Vittorio Erspamer" – Central Library "Fabrizio Eusebi" on the use of neuroscience applications outside the lab. 

Out of the Lab employment of Neurophysiological measures: clinical applications and beyond

The half-day is organized by BrainSigns, a spin off company of the Sapienza University leader in industrial neuroscience field, through the employment of techniques coming from neuroscience, bioengineering and psychology fields. The workshop includes lectures with topics ranging from neurophysiology to artificial intelligence and signal processing, highlighting the relevance of neuroscience applications in out of the lab applications, from clinical use, to operational environments and everyday applications. The workshop is supported by the HOPE, WorkingAge, BrainSafeDrive and SIMUSAFEDRIV projects.

Organizers: Dr. Pietro Aricò (bioengineering researcher at BrainSigns srl), Dr. Gianluca Borghini (bioengineering researcher at BrainSigns srl), Dr. Gianluca Di Flumeri (bioengineering researcher at BrainSigns srl) and Prof. Fabio Babiloni (scientific director of BrainSigns srl company and Professor at Sapienza University)

Chair: Dr. Pietro Aricò

Co-Chairs: Dr.Giulia Cartocci (Neurobiology Researcher)

Keynote Speakers: Dr. Manousos A. Klados, Prof. Hong Zeng, Prof. Viviana Betti.


  • Dr. Manousos A. Klados - Lecturer with the Department of Biomedical Engineering at Aston University- Keynote Speaker [9.40-10.15] (30minutes + 5minutes Q&A) foto 2
  • Partial Least Square Correlation in Neuroscience: Theory and Examples
    PLS is a latent variable method for relating the variation in one data-table (responses) to the variations of another data-tables (predictors). Together we will explore so the theory as the interpretation of PLS, while we will see how it can be applied in two different neuroscientific fields 

    • Dr. Giulia Cartocci - Invited Speaker [10.15-10.30] (10minutes + 5minutes Q&A)
    • Neurophysiological measures of listening tasks in hearing impaired patients
      Hearing impaired patients developed their auditory system in a non-physiological way, it is worthy then to investigate their cognitive reaction to auditory verbal and non-verbal stimuli, also in challenging auditory conditions such as in presence of background noise. This assessment can allow objective measure of listening effort and identification of neuroplasticity-related peculiar EEG patterns in this kind of patients. 

      • Dr. Nicolina Sciaraffa - Invited Speaker [10.30-10.45] (10minutes + 5minutes Q&A)
      • Multimodal approach for neurophysiological modelling and classification of attention levels
        In a human-automation system an appropriate level of attention allows the operator to receive information from the surrounding world retaining only the important ones. This presentation shows that it is possible to classify different levels of attention using features derived from brain or eyes activity and highlights the relationship between such different sets of feature.

        • Prof. Viviana Betti - associate professor at Sapienza University of Rome - Keynote Speaker [10.45-11.20] (30minutes + 5minutes Q&A) prof betti
        • The role of naturalistic behavior in shaping behavior and intrinsic brain activity
          The talk will present a novel framework to explain what information, if any, is coded in intrinsic patterns of correlated activity, through MEG and fMRI studies. In particular, It will be tested how the effector we use to interact with the external environment contributes to behaviour and intrinsic brain activity.

      • Coffee Break [11.20-11.40]  
    •  Dr. Gianluca Borghini - Invited Speaker [11.40-11.55] (10minutes + 5minutes Q&A)
    • Machine-Learning Approach and Data Fusion for the Stress Assessment
      Stress is a word used to describe experiences that are challenging emotionally and physiologically, therefore the capability to objectively assess and track user’s stress level would be very important. The talk will show how the knowledge of the stress impact on neural and physiological processes allows the right stress characterization.

      •  Dr. Gianluca Di Flumeri - Invited Speaker [11.55-12.10] (10minutes + 5minutes Q&A)
      • The neurophysiological approach to investigate the driver’s perception of different road situations 
        Car driving is considered a very complex activity, consisting of different concomitant (sub-)tasks, thus it is crucial to understand the impact of different factors - e.g. road complexity, traffic, external events, etc. - on the driver’s behaviour and performance. This presentation shows the suitability of an EEG-based machine learning algorithm for such a kind of application in real driving condition.

        • Prof. Hong Zeng - Associate Professor at the School of Computer Science and Technology, Hangzhou Dianzi University, China - Keynote Speaker [12.10-12.45] (30minutes + 5minutes Q&A) foto prof
        • Driver mental states classification: a lightGBM-based EEG analysis method
          EEG-based fatigue detection has been increasingly investigated. However, how to find an effective method to timely and efficiently detect the mental states of drivers still remains a challenge. We propose a light-weighted classifier, LightFD, which is based on gradient boosting framework for EEG mental states identification. The comparable results show LightFD could achieve better classification performance, the decision efficiency, as well as better transfer learning performance.

          •  Dr. Patrizia Cherubino - Invited Speaker [12.45-13.00] (10minutes + 5minutes Q&A)
          • Using neurophysiological tools to decode Consumer Behaviour
            Neuroscientific technologies can be effectively employed to better understand the human behaviour in real decision-making contexts, also for marketing purposes. Neuromarketing studies seek to investigate different brain areas while experiencing marketing stimuli to find and report the relationship between customer behaviour and the neurophysiological system.

            •  Prof. Luigi Bianchi - Invited Speaker [13.00-13.15] (10minutes + 5minutes Q&A)
            • Neurofeedback at the BraINterface Lab
              Neuro-feedback is a process through which a subject can learn to control and modulate some central nervous systems functions, which are translated and converted into a visual, acoustic or somatosensory representation. A versatile software platform suitable for building a wide range of NFB systems will be briefly illustrated.

              •  Dr. Pietro Aricò - Invited Speaker [13.15-13.30] (10minutes + 5minutes Q&A)
              • Human-machine interaction assessment by neurophysiological measures employment
                This presentation will be focus on the employment of neurophysiological measures to assess the human machine interaction effectiveness in operational environment, and on the advantages with respect to standard assessing measures (i.e. subjective ones). In this regard, neurophysiological measures can be used to compare new technologies, with the final purpose to enhance operator’s experience and/or increase safety.

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                Out Lab


Neuromarketing World Forum 2019 in Rome

Neuromarketing World Forum, the most important Neuromarketing event, will take place in Rome, Italy this year.

What is Neuromarketing World Forum?

Neuromarketing World Forum, held by the Neuromarketing Science & Business Association (NMSBA), is the most important annual event about Neuromarketing. At its eighth edition, this year it will take place in Rome, Italy on the 13th, 14th and 15th of March.

The Forum is a global conference that takes every year takes place in a different city. Previous edition took place in Singapore, London, Dubai, New York.

The convention aims at highlighting the advantages deriving from the integration of Neuromarketing into marketing practices and corporate communication, in order to point out the innovation and convenience of investigating implicit reactions: we cannot express them rationally, but they play an essential role in our daily behaviour.

Neuromarketing World Forum represents a unique opportunity for those who share the interest for this innovative branch of knowledge.

Discover the full agenda 

BrainSigns will take part in the convention through Prof. Fabio Babiloni’s speech.

Prof. Babiloni will talk about the results of the scientific research “What are the screen size limits for eye tracking?”, which has strong implications for companies.

The research suggests that even though studies carried out with eye-tracking webcams are nowadays very popular and interesting, their data interpretation should be related to the context of use.

Results show that researches carried out in ecological contexts with professional eye tracking tools (steady or mobile) may lead to totally different conclusions. Accordingly, the choice of the appropriate tool is of great importance in order to observe the user’s visual attention in customer experience contexts.

Sign up now

Who’s NMSBA?

NMSBANeuromarketing Science & Business Association is a global association for those who share a professional interest in Neuromarketing.

Currently members in over 100 countries join the association: customers, students, researchers, sellers, universities and BrainSigns.

Born in 2012 with the aim of promoting Neuromarketing and supporting members in:

  • discover this field of knowledge
  • meet people who share the same interest
  • buy Neuromarketing services

For more info about NMSBA or for subscriptions visit:


tel. +31302745848

email: This email address is being protected from spambots. You need JavaScript enabled to view it.

More on Prof.Babiloni

Prof. Fabio Babiloni, graduate in Electronic Engineering, holds a PhD in Computational Engineering from the Helsinki University, Finland. He is currently professor of Physiology at the Sapienza University of Rome and he is author of several international scientific publications. He is also in Top Italian Scientists list, the list of the best living scientists operating in Italy and abroad in all fields of knowledge.


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