We live in a world of substantial inequality, and the gap between the rich and the poor does not seem to decrease. In fact, this gap continues to spread, and one of the reasons lies on how multiple multinationals dominate the market in their respective fields.

There are many reasons why these companies are successful. Understanding part of it would help smaller companies gain more confidence in their marketing strategies. How familiar are companies with Neuromarketing technologies and techniques? Answering to this question could be a step forward for smaller companies to gain confidence in their products and to advance in their respective market fields.

A company specialized in the Neuromarketing field, called NeuroFocus, is studied in order to better understand consumers’ behaviour. Various companies are researched to check their use of Neuromarketing techniques in their marketing campaigns and to suggest the possible use of Neuromarketing technologies. Therefore, this study could possibly help them discover a new path of opportunities of improving their brand loyalty. The main literature used to write the theoretical part is “The Buying Brain” from Dr. A.K. Pradeep.

This thesis work would not be a solution to considerable inequality, but it could constitute one step closer towards more balanced and less monopolized global trade.