Audrey Verrall & Eveline Smolders

Neuromarketing critically examined


Discover the effectiveness of neuromarketing in evaluating advertising campaigns in a unique demo session. Explore the accuracy and meaning of techniques like brain scanning, skin conductance, eye-tracking, and micro-expression detection. Join us for an insightful examination of the practical applications and results of these methods on real marketing materials.

Thomas More
Researcher Emerging Media Experiences & Researcher Sustainable Business & Digital Innovation
7 December


Does a campaign achieve the desired results for the marketing strategist? Traditionally, companies seek to determine the effectiveness of their advertising efforts with methods such as questionnaires, focus groups, interviews, and surveys. Neuromarketing offers a unique approach. While individuals engage with advertisements (videos, posters, radio, billboards, etc.), several responses are measured: brain activity, eye movements, skin conductance, heart rate, and facial expressions. In recent years, there has been a growing interest on neuromarketing, but a crucial question persists: how accurate and meaningful are these techniques? We extend an invitation to a demo where we provide an honest insight into the current state of neuromarketing. During the session, we will showcase four commonly used techniques in action: brain scanning using EEG, skin conductance via Shimmer, eye-tracking with Tobii, and the detection of micro-expressions with AFFECTIVA. This is more than just a standard demonstration; together, we will critically examine the practical application and results of these techniques when applied to real marketing materials.



Audrey Verrall is a researcher in Emerging Media Experiences at Thomas More Mechelen. Here she focuses, among other things, on the use of various neuromarketing techniques. She previously obtained a master's degree in Theoretical and Experimental Psychology at Ghent University. During her studies, she mainly focused on studying the effects of possible interventions on well-being (measured by both self-report and psychophysiology).

Eveline Smolders is a researcher at the Sustainable Business and Digital Innovation group at Thomas More. Her current focus centers on exploring the potential applications of neuromarketing. Eveline holds a Master's degree in Experimental Psychology and a Master's degree in Applied Economic Sciences.