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Institut za Neuromarketing i Intelektualno vlasništvo

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Institut za Neuromarketing i Intelektualno vlasništvo

Where consumer neuroscience meets brand value, communication strategy, and intellectual property expertise.

Description

The Institute for Neuromarketing and Intellectual Property applies consumer neuroscience, neuromarketing research, and expert valuation to understand how people perceive brands, communication, prices, digital content, and decision environments. Through EEG, eye tracking, GSR/EDA, facial coding, implicit and cognitive testing, and AI supported predictive analysis, the Institute measure

s attention, emotional response, cognitive load, visibility, memorability, and decision readiness. The Institute also provides expert assessments in marketing and intellectual property, including brand valuation, patent value, copyright, reputation, damages, and market related expert opinions.

16/06/2026

AI can generate content in seconds.

But the consumer brain does not respond to speed.

It responds to relevance, clarity, trust, memory and meaning.

That is why a campaign can look perfect and still disappear into the noise.

Before brands publish more content, they should ask a more serious question:

Will the brain notice it, process it and remember the brand behind it?

AI can generate, but neuroscience must validate.

10/06/2026

𝐀𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐢𝐬 𝐧𝐨𝐭 𝐞𝐱𝐩𝐨𝐬𝐮𝐫𝐞.

A campaign can be delivered to the right audience and still fail at the first cognitive threshold.

Exposure means that the message appeared.
Attention means that the brain selected it as relevant enough to process.

That difference matters.

Before a message can influence memory, perception or decision readiness, it must first pass through attentional selection. If it does not, the campaign remains visible, but cognitively weak.

Reach confirms delivery.
Impressions confirm appearance.
Clicks confirm action after selection.

They do not explain whether the message became meaningful before the click.

At the Institute for Neuromarketing and Intellectual Property, we measure this distinction through eye tracking, EEG, GSR/EDA and cognitive testing.

𝐀 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧 𝐜𝐚𝐧 𝐩𝐚𝐲 𝐟𝐨𝐫 𝐞𝐱𝐩𝐨𝐬𝐮𝐫𝐞. 𝐈𝐭 𝐡𝐚𝐬 𝐭𝐨 𝐞𝐚𝐫𝐧 𝐚𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧.

Images: Unsplash / Unsplash+. Design: Anna Chirkova, Graphic Designer, Institute for Neuromarketing & Intellectual Property.

20/05/2026

Kad AI svima složi jednako savršen životopis, klasična selekcija dobiva novi izazov, a stručnjakinja dr. sc. Hedda Martina Šola objašnjava kako nova dijagnostička razina i pogled ispod praga svjesne samoprezentacije pomažu menadžmentu da lakše prepozna stabilan kadar

07/05/2026

𝐀 𝐬𝐜𝐢𝐞𝐧𝐭𝐢𝐟𝐢𝐜 𝐦𝐢𝐥𝐞𝐬𝐭𝐨𝐧𝐞 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐈𝐧𝐬𝐭𝐢𝐭𝐮𝐭𝐞 𝐟𝐨𝐫 𝐍𝐞𝐮𝐫𝐨𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐚𝐧𝐝 𝐈𝐧𝐭𝐞𝐥𝐥𝐞𝐜𝐭𝐮𝐚𝐥 𝐏𝐫𝐨𝐩𝐞𝐫𝐭𝐲!

After years of conducting and publishing research in internationally recognized scientific journals, where methodological precision, research design, measurement tools, and scientific interpretation are subject to the standards of the global academic community, the Institute is proud to announce an important editorial achievement.

The Director of the Institute, Dr. Hedda Martina Sola, PhD, has been appointed Guest Editor of a Special Issue in the Journal of Eye Movement Research, an internationally indexed Q1 scientific journal dedicated to eye movements, visual attention, cognitive processing, and applied eye-tracking research, joined as Co-Guest Editor by Prof. Dr. Jasenka Gajdoš Kljusurić (Faculty of Food Technology and Biotechnology, University of Zagreb).

𝐒𝐩𝐞𝐜𝐢𝐚𝐥 𝐈𝐬𝐬𝐮𝐞:
𝘌𝘺𝘦 𝘛𝘳𝘢𝘤𝘬𝘪𝘯𝘨 𝘪𝘯 𝘵𝘩𝘦 𝘈𝘨𝘦 𝘰𝘧 𝘈𝘐: 𝘌𝘹𝘱𝘭𝘢𝘪𝘯𝘢𝘣𝘪𝘭𝘪𝘵𝘺, 𝘗𝘳𝘦𝘥𝘪𝘤𝘵𝘪𝘰𝘯, 𝘢𝘯𝘥 𝘈𝘱𝘱𝘭𝘪𝘤𝘢𝘵𝘪𝘰𝘯𝘴
This Special Issue opens a relevant scientific space for research at the intersection of eye tracking, artificial intelligence, explainable AI, predictive modeling, visual attention, cognitive processing, decision-making, and applied digital environments.

𝘞𝘦 𝘪𝘯𝘷𝘪𝘵𝘦 𝘳𝘦𝘴𝘦𝘢𝘳𝘤𝘩𝘦𝘳𝘴, 𝘴𝘤𝘩𝘰𝘭𝘢𝘳𝘴, 𝘢𝘯𝘥 𝘦𝘹𝘱𝘦𝘳𝘵𝘴 𝘸𝘰𝘳𝘬𝘪𝘯𝘨 𝘪𝘯 𝘵𝘩𝘦𝘴𝘦 𝘢𝘳𝘦𝘢𝘴 𝘵𝘰 𝘴𝘶𝘣𝘮𝘪𝘵 𝘵𝘩𝘦𝘪𝘳 𝘮𝘢𝘯𝘶𝘴𝘤𝘳𝘪𝘱𝘵𝘴 𝘢𝘯𝘥 𝘤𝘰𝘯𝘵𝘳𝘪𝘣𝘶𝘵𝘦 𝘵𝘰 𝘢 𝘚𝘱𝘦𝘤𝘪𝘢𝘭 𝘐𝘴𝘴𝘶𝘦 𝐭𝐡𝐚𝐭 𝐞𝐱𝐚𝐦𝐢𝐧𝐞𝐬 𝐡𝐨𝐰 𝐞𝐲𝐞-𝐭𝐫𝐚𝐜𝐤𝐢𝐧𝐠 𝐝𝐚𝐭𝐚 𝐜𝐚𝐧 𝐬𝐭𝐫𝐞𝐧𝐠𝐭𝐡𝐞𝐧 𝐨𝐮𝐫 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝𝐢𝐧𝐠 𝐨𝐟 𝐡𝐮𝐦𝐚𝐧 𝐛𝐞𝐡𝐚𝐯𝐢𝐨𝐫 𝐢𝐧 𝐭𝐡𝐞 𝐚𝐠𝐞 𝐨𝐟 𝐢𝐧𝐭𝐞𝐥𝐥𝐢𝐠𝐞𝐧𝐭 𝐬𝐲𝐬𝐭𝐞𝐦𝐬.

For the Institute, this editorial role confirms the scientific relevance of neuromarketing, consumer neuroscience, and eye-tracking methodology when grounded in methodological rigor, peer-reviewed validation, and a precise understanding of cognitive mechanisms. This is where the Institute's work is positioned: not at the level of isolated measurement, but within a scientific framework that connects attention, perception, cognitive processing, and decision-making with internationally recognized research standards.

𝘞𝘦 𝘭𝘰𝘰𝘬 𝘧𝘰𝘳𝘸𝘢𝘳𝘥 𝘵𝘰 𝘳𝘦𝘤𝘦𝘪𝘷𝘪𝘯𝘨 𝘩𝘪𝘨𝘩-𝘲𝘶𝘢𝘭𝘪𝘵𝘺 𝘤𝘰𝘯𝘵𝘳𝘪𝘣𝘶𝘵𝘪𝘰𝘯𝘴 𝘧𝘳𝘰𝘮 𝘵𝘩𝘦 𝘪𝘯𝘵𝘦𝘳𝘯𝘢𝘵𝘪𝘰𝘯𝘢𝘭 𝘳𝘦𝘴𝘦𝘢𝘳𝘤𝘩 𝘤𝘰𝘮𝘮𝘶𝘯𝘪𝘵𝘺.

𝐒𝐮𝐛𝐦𝐢𝐭 𝐲𝐨𝐮𝐫 𝐦𝐚𝐧𝐮𝐬𝐜𝐫𝐢𝐩𝐭 𝐡𝐞𝐫𝐞:
https://www.mdpi.com/journal/jemr/special_issues/7NX3D3I604

hashtag

Image: Neuromarketing research and AI eye-tracking analysis conducted by the Institute. Underlying eye photograph by Salvatore Ventura, reproduced under the Unsplash License.

01/05/2026

Your brain works hardest when you do not notice.

Some of the most demanding work in the world looks calm, elegant, and effortless from the outside.

But behind every skilled movement, every precise action, and every well-timed decision, there is invisible labour the brain performs continuously: focus, adjustment, memory, control, and judgment.

That is true in art, in medicine, in education, in leadership, and in everyday work.
On 1 May, we celebrate not only the effort we can see, but also the effort we often miss.

To everyone whose work depends on discipline, concentration, care, and skill, Happy Labour Day.

Institute for Neuromarketing & Intellectual Property

That is true in art, medicine, education, leadership, and everyday work.

Image credit: Photograph by Patrick Kool, sourced via Unsplash. Used in an editorial context to illustrate cognitive engagement and embodied effort.

28/04/2026

𝐖𝐡𝐚𝐭 𝐭𝐡𝐞 𝐛𝐫𝐚𝐢𝐧 𝐫𝐞𝐦𝐞𝐦𝐛𝐞𝐫𝐬 𝐢𝐬 𝐧𝐨𝐭 𝐚𝐥𝐰𝐚𝐲𝐬 𝐰𝐡𝐚𝐭 𝐢𝐭 𝐥𝐨𝐨𝐤𝐞𝐝 𝐚𝐭 𝐥𝐨𝐧𝐠𝐞𝐬𝐭.

What happens when three photos of the same artist differ only in how visually busy the frame becomes?

Same singer. Same studio. Same lighting. Same outfit.

The only thing that changed was the number of elements competing inside the composition.

Our testing showed a clear pattern.

In the simplest frame, the face captured 66.9% of attention and produced the strongest memory score at 82/100.

When a third element entered the image, attention on the face dropped to 62.2%. Time on face increased, yet memory fell to 73/100.

When four or more elements competed in the frame, attention on the face fell further to 46.7%.

𝐓𝐡𝐢𝐬 𝐢𝐬 𝐰𝐡𝐞𝐫𝐞 𝐦𝐚𝐧𝐲 𝐯𝐢𝐬𝐮𝐚𝐥 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧𝐬 𝐠𝐨 𝐰𝐫𝐨𝐧𝐠.

𝐀 𝐥𝐨𝐧𝐠𝐞𝐫 𝐥𝐨𝐨𝐤 𝐝𝐨𝐞𝐬 𝐧𝐨𝐭 𝐚𝐮𝐭𝐨𝐦𝐚𝐭𝐢𝐜𝐚𝐥𝐥𝐲 𝐜𝐫𝐞𝐚𝐭𝐞 𝐚 𝐬𝐭𝐫𝐨𝐧𝐠𝐞𝐫 𝐦𝐞𝐦𝐨𝐫𝐲. 𝐀𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐦𝐞𝐦𝐨𝐫𝐲 𝐚𝐫𝐞 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐞𝐝, 𝐛𝐮𝐭 𝐭𝐡𝐞𝐲 𝐚𝐫𝐞 𝐧𝐨𝐭 𝐭𝐡𝐞 𝐬𝐚𝐦𝐞 𝐨𝐮𝐭𝐜𝐨𝐦𝐞.

For artists, labels, and creative teams, that matters. The face is not just one visual element among many. It is often the first signal the brain processes, and every additional competing object changes that balance.

𝐀𝐥𝐛𝐮𝐦 𝐜𝐨𝐯𝐞𝐫𝐬, 𝐩𝐫𝐞𝐬𝐬 𝐩𝐡𝐨𝐭𝐨𝐬, 𝐭𝐡𝐮𝐦𝐛𝐧𝐚𝐢𝐥𝐬, 𝐚𝐧𝐝 𝐬𝐨𝐜𝐢𝐚𝐥 𝐡𝐞𝐚𝐝𝐞𝐫𝐬 𝐬𝐡𝐨𝐮𝐥𝐝 𝐧𝐨𝐭 𝐛𝐞 𝐬𝐞𝐥𝐞𝐜𝐭𝐞𝐝 𝐛𝐲 𝐢𝐧𝐬𝐭𝐢𝐧𝐜𝐭 𝐚𝐥𝐨𝐧𝐞. 𝐓𝐡𝐞 𝐜𝐨𝐬𝐭 𝐨𝐟 𝐭𝐞𝐬𝐭𝐢𝐧𝐠 𝐚 𝐯𝐢𝐬𝐮𝐚𝐥 𝐢𝐬 𝐨𝐟𝐭𝐞𝐧 𝐟𝐚𝐫 𝐥𝐨𝐰𝐞𝐫 𝐭𝐡𝐚𝐧 𝐭𝐡𝐞 𝐜𝐨𝐬𝐭 𝐨𝐟 𝐝𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐧𝐠 𝐭𝐡𝐞 𝐰𝐫𝐨𝐧𝐠 𝐨𝐧𝐞.

Research conducted by the Institute for Neuromarketing & Intellectual Property using predictive eye tracking, EEG, implicit testing, and memory testing.

Images: Photo by Getty Images on Unsplash+, Licensed under the Unsplash+ License. Research: Institute for Neuromarketing & IP

22/04/2026

𝐘𝐨𝐮𝐫 𝐛𝐫𝐚𝐧𝐝 𝐢𝐬𝐧'𝐭 𝐥𝐨𝐬𝐢𝐧𝐠 𝐭𝐨 𝐛𝐞𝐭𝐭𝐞𝐫 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐨𝐫𝐬. 𝐈𝐭'𝐬 𝐥𝐨𝐬𝐢𝐧𝐠 𝐭𝐨 𝐭𝐡𝐞 0.6 𝐬𝐞𝐜𝐨𝐧𝐝𝐬 𝐛𝐞𝐟𝐨𝐫𝐞 𝐭𝐡𝐨𝐮𝐠𝐡𝐭.

Recent analyses of LinkedIn feed behaviour show a pattern that should change how marketers think about brand presence:

𝘗𝘰𝘴𝘵𝘴 𝘵𝘩𝘦 𝘦𝘺𝘦 𝘥𝘪𝘴𝘮𝘪𝘴𝘴𝘦𝘴 𝘪𝘯 𝘶𝘯𝘥𝘦𝘳 3 𝘴𝘦𝘤𝘰𝘯𝘥𝘴 𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘦 𝘢 1.2% 𝘦𝘯𝘨𝘢𝘨𝘦𝘮𝘦𝘯𝘵 𝘳𝘢𝘵𝘦. 𝘗𝘰𝘴𝘵𝘴 𝘵𝘩𝘢𝘵 𝘵𝘩𝘦 𝘦𝘺𝘦 𝘴𝘵𝘢𝘺𝘴 𝘸𝘪𝘵𝘩 𝘧𝘰𝘳 60+ 𝘴𝘦𝘤𝘰𝘯𝘥𝘴 𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘦 15.6%.

𝐀 13× 𝐠𝐚𝐩.

And here is the part most people miss: that gap is decided before the reader consciously reads anything.

The framework comes from LinkedIn’s own engineering work on dwell time and feed ranking, but the mechanism is older than the platform. Attention research has described it for decades. Neuroscience places the critical shift in the first few hundred milliseconds of exposure, when early visual processing begins sorting what is likely to receive further processing and what is not.

Translated into business terms:

When your customer scrolls past your ad, packaging, landing page, or shelf, they are not yet evaluating you in any meaningful sense. They are filtering you. A different process, with different rules, and almost none of it is available to conscious explanation in the moment.

At the Institute for Neuromarketing & IP, we work exactly in this window. Where the eye chooses before the mind can explain why.

Sources in the first comment.

Photo credits: Colin Lloyd (slide 1) and Shubham Sharan (slide 2) via Unsplash.

16/04/2026

𝐓𝐡𝐞 𝐛𝐫𝐚𝐢𝐧 𝐣𝐮𝐝𝐠𝐞𝐬 𝐭𝐡𝐞 𝐟𝐨𝐧𝐭 𝐛𝐞𝐟𝐨𝐫𝐞 𝐢𝐭 𝐟𝐮𝐥𝐥𝐲 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝𝐬 𝐭𝐡𝐞 𝐬𝐞𝐧𝐭𝐞𝐧𝐜𝐞.

𝘞𝘩𝘢𝘵 𝘪𝘧 𝘵𝘩𝘦 𝘧𝘪𝘳𝘴𝘵 𝘰𝘣𝘴𝘵𝘢𝘤𝘭𝘦 𝘪𝘯 𝘤𝘰𝘮𝘮𝘶𝘯𝘪𝘤𝘢𝘵𝘪𝘰𝘯 𝘪𝘴 𝘯𝘰𝘵 𝘵𝘩𝘦 𝘮𝘦𝘴𝘴𝘢𝘨𝘦 𝘪𝘵𝘴𝘦𝘭𝘧, 𝘣𝘶𝘵 𝘵𝘩𝘦 𝘦𝘧𝘧𝘰𝘳𝘵 𝘳𝘦𝘲𝘶𝘪𝘳𝘦𝘥 𝘵𝘰 𝘱𝘳𝘰𝘤𝘦𝘴𝘴 𝘵𝘩𝘦 𝘧𝘰𝘳𝘮 𝘪𝘯 𝘸𝘩𝘪𝘤𝘩 𝘪𝘵 𝘢𝘱𝘱𝘦𝘢𝘳𝘴?

At the Institute for Neuromarketing & Intellectual Property, we examine typography as a cognitive variable. Before meaning is consciously processed, the brain is already responding to spacing, contrast, visual structure, and reading effort.

That effect is measurable.

Condensed type has been shown to increase average fixation from 166 ms to 187 ms, which means the brain spends 12.7% longer processing the text before meaning stabilizes. In our 2025 study, the better structured article condition reached 49.43% total attention. Recent eye movement research has also shown that visual trajectories can predict final brand choice in 85% of cases.

This is why typography should never be treated as a finishing touch. It influences how easily attention enters the content, how fluently the message is processed, and how much effort is required before comprehension begins.

For those who would like to read more, our study is here: https://doi.org/10.3390/educsci15020203

Before your audience reads the message, what is your typography already telling the brain?

08/04/2026

Why do people change their listening behavior after Spotify Wrapped, even though nothing “new” is actually introduced?

Spotify Wrapped is not powerful because it shows people what they did.

It is powerful because it appears at the exact moment when people are already rethinking who they are becoming.

At the end of the year, the brain naturally separates past behaviour from future intention. This creates a short window where identity becomes more flexible and decisions become easier to shift.

Spotify uses that moment to turn listening history into something more than data.
It becomes a reflection of self.

And once behaviour is seen as identity, even small adjustments begin to feel meaningful.

The real question for brands is simple.
Are you communicating when people are only consuming information, or when they are ready to rethink their choices?

Photos by Summet B. and Rubaitul Azad on Unsplash.

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