Market analysis of neuromarketing technologies and assessment of their role in improving the effectiveness of content perception

The results of a study of the dynamics of the global market of neuromarketing technologies, in particular the market of eye movement tracking technology (eyetracking), are presented. The conclusion is made about the existing positive dynamics: in recent years, the market has been showing annual growth and, according to experts, by 2032 it may reach a value of $ 3.2 billion.; as well as the high demand for neuromarketing technologies in various fields such as healthcare, retail, the gaming industry, automotive, advertising, etc., due to the growing needs of businesses in monitoring consumer behavior, uncovering subconscious motives and emotional triggers in order to adapt company strategies to the needs of the target audience. The analysis of the market structure by region is carried out: the largest market share belongs to North America, the Asia-Pacific region and Europe. The dominant regions in the eyetracking market are North America and Europe. Neuromarketing tools are applicable for conducting research and experiments in various fields and allow you to measure responses to product advertising, packaging, price, ease of use, assessment of emotional state, as well as human perception of content posted on a website, advertising surface or presentation slides. Experiments with the use of trackers make it possible to understand how a person perceives information, what he reads first of all, what he looks at. The results of existing experiments with the use of eye trackers allow you to make decisions about content and its rational placement on the surface (slides, website, advertising banners, etc.), maximizing meaningful interaction. Further research and experiments are needed to optimize marketing efforts and increase the effectiveness of interaction with consumers.