Content Showcase & Projects

Existing traditional marketing strategies do not reflect a consumer’s true behavior when it comes to their decision-making on buying everyday products. However, the use of neuromarketing in marketing strategies is growing across many industries and is helping marketers get deeper insights into a consumer’s subconscious decision-making behaviors.

Some key insights on neuromarketing are that it is being used in many businesses' marketing strategies and utilizes advanced scientific tools to be able to delve deeper into a consumer’s decision-making behavior. The main tools involved are brain scanning tools, such as fMRI (Functional Magnetic Resonance Imaging) and EEG (Electroencephalogram), and physiological tracking tools like eyetracking, facial coding, and biometrics (Chowdhury, 2025).

These neuromarketing tools, when implemented properly, can help increase engagement and sales from the in-depth consumer behavior analysis insights. These neuromarketing insights will also help with our product’s placement and refine our marketing strategies to increase their effectiveness.

It is recommended that there be proper implementation of neuromarketing tools in our company to analyze our consumers’ behaviors and refine our marketing strategies. The neuromarketing insights and analysis will be implemented into our packaging design, ad testing, and point-of-sale displays. We expect a positive increase in the effectiveness of our newly refined marketing strategies with the use of neuromarketing tools.

Objectives

The primary objectives this individually written report was to effectively communicate how a hypothetical company can adopt new tools or strategies to solve a problem, in this case, the adoption of neuromarketing to make more effective marketing strategies centered on those buying everyday goods or fast-moving consumer goods (FMCG).

Excerpt

"Historically, it is widely agreed in the business world that neuromarketing was first termed in 2002 by Ale Smidts, a Management professor from Erasmus University, to describe the use of neuroscientific techniques in marketing (Iloka and Onyeke, 2020). But techniques using these neuroscientific tools and approaches were already being adopted by companies long before the term neuromarketing came to be. After the term neuromarketing was coined, neuromarketing consulting and research services were starting to be offered by American companies, one of significance was BrightHouse, with its focus being on the use of fMRI for marketing research. 

There is also a growing increase in the use of neuromarketing in FMCG (fast-moving consumer goods), essential everyday products that sell quickly and are in high demand. Due to this trend, companies and marketers are investing more in the research of consumer behavior, and neuromarketing falls into this research as it has to do with the human subconscious mind and behavior (Saha, 2018). This is important because neuromarketing offers us deeper insight into what triggers the mind to purchase FMCG by using various neuroscientific tools."

This collaborative crisis communication report shows how to effectively communicate a hypothetical crisis to various audiences by using different messages and tones for each stakeholder group.

Message Sample 1 (to Employees)

Dear Team, 

As many of you may be aware, recent allegations have been brought up about COO James Chen. Several employees from Evergreen Essential have come forward with claims that Mr. Chen has made inappropriate comments. These comments have made employees feel that the work environment is hostile, especially to women and minority employees. This includes concerns about being passed over for promotion, which HR has already been made aware of. We take these allegations seriously. An independent investigation is taking place immediately, and during this time, Mr. Chen will be taking a leave of absence. As many of you are also aware, this news has been made public, and it has impacted our stock performance and our competitor activity. 

While this is a challenging situation, our top priority remains supporting our employees and living up to the values that define Evergreen Essential. We understand the severity of this situation and want to acknowledge the importance of mental health. We are offering one-on-one therapy sessions for those in need of them. Please do not hesitate to reach out for help during this time. There will also be an in-person meeting conducted in regard to this situation and the steps being taken. 

We understand that this is a difficult time, and we are committed to being accountable and protecting our team and company. We are reinforcing our internal support systems and will communicate all updates with transparency.  Thank you for your patience and dedication during this time. 

Sincerely,

Eliza Washington and Communications Team

Director of Communications

Evergreen Essentials

Message Sample 2 (to Public)

"Recently, allegations have been made about Evergreen Essentials COO James Chen making inappropriate comments that, in turn, created a hostile work environment, especially for women and minority employees at Evergreen Essentials. At Evergreen Essentials, we value our employees' well-being and our community and are committed to transparency and accountability.  Evergreen Essential is committed to promoting a respectful and inclusive workplace. We take full accountability and are committed to creating a safe, welcoming workplace with open communication and support at Evergreen Essentials. We take all allegations seriously and are acting swiftly and thoroughly, with an independent investigation currently being conducted. Again, our deepest apologies to our employees and the community affected by our COO's actions. We will keep you all informed as more information is released."

A group consulting report on why Tesla should enter the Indian market to showcase our knowledge of the global dimensions of business. The report goes over Tesla as a company, provides an environmental analysis of India, and a foreign entry strategy for Tesla to enter the Indian market. 

Excerpt

 "It is a perfect time for Tesla to enter the Indian market amid these tariff wars that are taking a toll on American companies like Tesla. One of Tesla’s manufacturing facilities is in China, the country with which America is currently in a tariff war. Tesla was already having problems with the manufacturing facility in China and with China in general, one reason being that China has a preference for Chinese EV makers, one rival, BYD, surpassed Tesla in revenue, sales, and technology in 2024 for the first time (Ohnsman, 2025). Competition will only get worse and perhaps push Tesla out of China, so India is a great country to bring manufacturing, even more so as America is making trade deals with India. Despite high tariffs for imports and India’s policies, if Tesla manufactures in India, it will avoid high import tariffs with possible chances of an Indian policy reform that “could lower EV import tariffs from around 70% to 15% for manufacturers that commit to localizing a portion of their production” (Shen, 2025). Manufacturing in India would be an opportunity as the Indian government is seemingly supportive of those who choose to “Make in India” to sell in the Indian market instead of just importing (Bandhu, 2023). "