Research background and purpose:
Various companies conduct traditional market research studies to test digital interfaces, product de-signs, advertisements. etc. This helps them capture customer response and make their offering more relevant. Neuroscience tools like eye tracking, facial coding, EEG (Electroencephalogram) used in market research is Neuromarketing. Though Neuromarketing has multiple advantages over tradi-tional research like removing interviewer / customer bias, decoding real time emotions, etc. Still its adoption among companies has been very limited.

Design/methodology/approach:
A qualitative‑dominant, multi‑method strategy is employed, combining literature review, semi‑structured interviews with automotive organizations professional in sales, marketing and product design functions

Findings:
TOE (Technology, Organization, Environment) Framework and Dematel (Decision Making Trial and Evaluation Laboratory) model are implemented to prioritize the barriers to adoption of Neuromar-keting and understand the causal relationship between them. Top technological barriers of Neuro-marketing are complex technology and expensive. Top environmental barriers are lesser adoption among peers & competition. And top organization barrier is preference towards traditional methods of market research. The study also gives recommendations on how to overcome barriers of Neuro-marketing. It has various implications for market research companies, automotive companies and market research associations.

Value added and limitations:
This study utilises the research work done by done academia and considers the views of automotive industry to enhance industry – academia partnership. If the top barriers identified in this study are overcome, it can increase the spend on Neuromarketing and hence increase the revenue of market research companies. It can also benefit automotive companies to test the advertisements and prod-uct designs in advance to avoid major cost of failure of going wrong. Though the literature review is global, the study outcomes are based on interaction with automotive company representatives in India. As the concept of Neuromarketing is still emerging in India, there could be subjectivity in response from the automotive company representatives met in this study. In future, similar studies can be conducted in various countries and sectors. Larger sample can be also covered including various functions in automotive sector, market research companies and associations like MRSI. This can help in better generalization of the findings.