Neuroessence

Consumer emotion in food-market research

Neuroessence is a neurotechnology startup serving the consumer food sector. Its approach brings consumers’ emotional responses into traditional market research, so product quality is shaped by perception and emotion as well as by conventional measures.

How the methodology works

The company combines neuroscience techniques with its own analysis methods. Its approach has three main components:

• Developing a panel of positive and negative neuroscience markers for implicit knowledge, with the goal of improving acceptance of the finished product.
• Creating analysis methods that incorporate this framework into traditional studies in a systematic and precise way.
• Including cultural variables that influence preferences and decisions about the same product.

Applications for clients

According to the company, its work can reveal consumers’ unconscious preferences, identify emotional and memory associations tied to a product, reduce risk when launching new products, and increase brand engagement and its effect on the rest of a product line.

Research, development, and technology

Research, development, and innovation are central to the company’s strategy. It says it works with experts in neuroscience, psychology, and strategic marketing, and uses technologies such as virtual reality and artificial intelligence to develop tailored solutions for the food and beverage industries.

Leadership team

• Juan Graña Rodríguez, co-CEO, with more than 25 years of experience in creativity applied to marketing, lateral marketing, and neuromarketing.
• David Ventura García, co-CEO, a telecommunications and electronics engineer from UPC with experience in sales and marketing.
• Vanesa Martínez Chamorro, chief financial officer, with a degree in business administration and more than 17 years in leadership roles at CARINSA.
• Mónica Pérez Marcos, director of cognitive research and behavior, with more than 15 years of experience in marketing and neuromarketing project management.
• Denia Martínez Chamorro, co-director of VR and AI, a telecommunications and electronics engineer and vice president of Grupo Carinsa since 2006.
• José Luís Pech, co-director of VR and AI, with experience in business development for computer-vision applications in industrial solutions.

Related companies

The website mentions its connection with CARIN, S.A., an industrial company that creates, manufactures, and sells fragrances and flavors for detergents and cosmetics, human food, and animal feed, as well as NEUROLOGYCA, a company specializing in the study of purchasing behavior through neuroscience techniques.

Confirm services, coverage, and contact details directly with the company before hiring.