Designing the Consumer Experience: CJM Testing Using Neuromarketing Technologies

Anna O. Kleshchunova, Svetlana N. Pryadko and Margarita N. Kovalenko
Additional contact information
Anna O. Kleshchunova: Gazprom Polyana LLC
Svetlana N. Pryadko: Belgorod State National Research University
Margarita N. Kovalenko: Belgorod State National Research University

Economics. Information Technologies, 2026, vol. 53, issue 1, 45-64

Abstract: This article presents the results of a practical case study integrating high-precision biometric measurements (eye-tracking, pupillometry) into the classic customer experience design process through the creation of a customer journey map (CJM). The study demonstrates the transition from descriptive modeling of the customer journey to objective, measurable, and controllable prototyping based on data on subconscious attention and emotional responses of customers. The aim of the study is to test and verify a customer journey map for branded products using neuromarketing technologies to identify hidden barriers and growth points in offline retail. The study tests three key hypotheses regarding the effectiveness of navigation tools, outdoor advertising, and product display in attracting and retaining consumer visual attention. The research methodology presented in the article is the authors' own and includes three sequential steps: 1) theoretical and methodological substantiation based on a content analysis of scientific literature in the international Google Scholar database; 2) a field neuromarketing experiment using the Tobii PRO Glasses 3 eye-tracking system to collect objective biometric data (gaze, saccades, pupil diameter) in a natural offline retail setting; 3) data processing and analysis in the Tobii PRO LAB software environment, followed by interpretation of the results, hypothesis testing, and the development of practical recommendations. This approach ensured validity, reproducibility, and a clear connection between the measured neurometrics and business insights. The study confirmed the effectiveness of neuromarketing as a CJM audit tool. The experiment not only confirmed (or refuted) the hypotheses but also identified underlying issues not readily apparent in traditional surveys: segmental differences in cognitive information processing between age groups (20-30 and 31-40 years old), the presence of extensive blind spots in product displays, and a critical systemic failure - a misalignment of advertising messages and advertised merchandise. The theoretical significance of the study lies in the development of a methodology for designing consumer experiences by integrating a neuroscientific approach, which deepens the "customer activity" paradigm. Its practical significance lies in the development of specific recommendations for businesses: from simplifying the navigation bar interface and rebranding outdoor advertising to the need for planogram redesign and streamlining advertising and merchandise coordination processes in retail. The obtained results and the proven methodology can be applied in offline retail to audit and optimize consumer journeys, increase conversion rates, and improve loyalty.

Keywords: customer experience; customer Journey Map; cjm; neuromarketing technologies; eye-tracking (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eul:ecoinf:v:53:y:2026:i:1:p:45-64

DOI: 10.52575/2687-0932-2026-53-1-45-64

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