NeuroLab visited by Chairman of the Board of Ak Bars Bank Zufar Garaev

He met with Rector Ilshat Gafurov on November 11.

The lab is a fruit of cooperation between KFU, Ak Bars Bank, and NeuroTrend (one of the national leaders in neuromarketing research). The lab was established in May 2021. The bank served as a sponsor and donated three workstations and equipment to the university. The equipment, in particular, includes neurophysiological detection hardware and software to study non-conscious reactions to stimuli.

“As part of the partnership between Ak Bars Bank and KFU, we have combined the scientific and commercial potential of our organizations for practical application in economics and marketing. With the help of this toolkit, it is possible to measure a person’s reaction to a particular marketing incentive, having received objective information about consumer preferences, and in the future to develop strategies and predict consumer choice,” said Garaev.

The Rector added, “This is a whole set for measurements of all neurophysiological data. Technologies can be applied in many other areas, for example, in medicine for neurorehabilitation of critically ill patients or restoration of cognitive and speech functions. Also, the laboratory solves a huge range of tasks related to perception and its analysis. We can use this to measure the level of involvement in the educational process and, based on the results, adjust our educational programs.”

 

Source text: Leisan Zakirova

Photos: Kseniya Bogdanova

Translation: Yury Nurmeev