The journey to get to know each other. A neuromarketing study

Three influencers, one van, four days, nine provinces, 1233 kilometres and some really special caps. These are the datum of a unique study that joined neuroscience and tourism in which Goli Neuromarketing took part, as part of the campaign to attract national tourism in Castilla y León.

Along with VCCP Madrid and Bakery Group, an audiovisual branded content project was carried out with the goal/aim of analysing the emotional impact of people getting to know and being in contact with the tourist attractions, demonstrating its attractiveness.

To achieve this, a road trip was organised in which three influencers from differents field took part: a chef, a traveller and an adventurer, who travelled the nine provinces for four days wearing the Golineuro Cap, caps with 2048 NIRS microsensors of their own design that measure brain activity in real time, as well as a front camera to collect images subjectively. A unique technology in the world with which they were able to measure their true emotions during the journey. 

Thanks to this innovative project, surprising conclusions were reached that guaranteed the interest of Castilla y León as a tourist destination, opening up to visitors of different typology and motivations. 

How did we do it?

Fabián León (chef), Sara Caballero (traveller) and David Castelló (adventurer) went all over/travelled around the nine provinces of Castilla y León in a van for four days wearing the Golineuro Cap. During this time, thanks to the NIRS microsensors, the brain activity of the three was collected in real time, transforming into data, allowing us to know what caught their attention the most and its real emotions. The data was collected for each type of traveller and in each of the experiences. 

A way of getting to know the tourism destination and what it has to offer the visitors better, and above all/especially, getting to know ourselves. After all, that is what travel is all about: getting to know ourselves in order to get to know ourselves.