Abstract:
This study examines the power of marketing communication in the context of the customer journey and compares the informative value of traditional and neuromarketing methods in interpreting consumer decision-making. The aim is to show the extent to which the biometric and conscious responses of research participants coincide, complement or diverge in their evaluation of marketing stimuli. The research is based on three case studies conducted at the Neuromarketing Laboratory of FMK UCM in Trnava, which combined eye-tracking, facial expression analysis and qualitative interviews. The results revealed three types of relationships between the methods: (1) convergent validity, where neuromarketing confirms the results of the questionnaire, (2) added value, where biometrics captures implicit differences invisible in conscious responses, and (3) limitations, where technology fails to record higher, introspective emotions. The study points out that neither neuromarketing nor questionnaires are sufficient on their own. However, combining them increases interpretative depth and allows for a more accurate understanding of how marketing communication shapes consumer perception and decision making. Based on the results, the authors propose a iterative model of multimodal research in which neuromarketing precedes and complements classical methods, contributing to higher validity and reflective accuracy in examining the customer journey.
