Future Whispers Before It Speaks: Identifying Weak Signals That Drive Service Innovation In Neuromarketing Research Services

Abstract

Neuromarketing is transforming with rapid technological advancements, shifting from traditional lab-based studies to real-time, in-store, and remote research. AI-powered solutions, wearable technology, and scalable remote methodologies have expanded neuromarketing’s reach across diverse consumer contexts. While these innovations present significant opportunities, they also create challenges for service providers, who must continuously evolve to ensure reliability, differentiation, and competitiveness in an increasingly saturated market. To address this, our study delves into the future of neuromarketing research, offering service providers unprecedented insights into adapting to technological disruptions. Using the theoretical lenses of Weak Signals Theory (WRT), Actor-Network Theory (ANT), Service-Dominant Logic (SDL), and the Service Innovation Framework (SIF), Our study explores how emerging trends will shape the industry. Through qualitative in-depth interviews with neuromarketing experts and a thematic analysis, the study identifies four key themes and thirteen subthemes that relate to the future of neuromarketing research. Our findings provide actionable guidance for neuromarketing providers to stay ahead of industry shifts and innovate their service offerings.