Аннотация
The article systematizes the methods of neuromarketing research and presents the results of an applied study using neuromarketing equipment. The purpose of the study was to reveal the concept and systematization of neuromarketing tools and methods and to interpret the results of applied neuromarketing research. Research methodology – applied desk research, used secondary information, theoretical sources, the method of grouping and ranking, as well as neuromarketing research using FaceReading. The theoretical basis for the study was the works of domestic and foreign scientists on the topic of the study. Originality / value of the research – an attempt is made to systematize the methods and tools of neuromarketing research, to understand the possibilities and ways of application in practical marketing activities on the basis of an integrated approach that takes into account both the opinion of theorists and the author's vision and demonstration of the application of neuromarketing research in applied activities. The results of the study - the methods of neuromarketing research are briefly presented and with the help of neuromarketing equipment, an assessment of emotional perception to the platforms used in online education is carried out. The differences between methods based on brain activity, visualization methods and implicit methods that measure brain activity are presented.