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About me

Doc. Dr. Hedda Martina Šola

Doc. Dr. Hedda Martina Šola is the Director General of the Institute for Neuromarketing & Intellectual Property in Croatia and Research Coordinator at Centre For Applied Research And Entrepreneurship (CARE) at Oxford Business College, UK. She is a Review editor in Frontiers in Neuroergonomics, the fifth most cited publisher among the 20 largest publishers in the world and Associate Professor at Swiss School of Business and Management in Switzerland. Thanks to the Oxford Business College students, she has been selected as a top finalist in the Global Woman Corporate Award 2021.

She is the holder of several international awards and has won recognition for her work. We would emphasis the Croatian Women of Influence Award Winner 2019 and Hübners “Who is Who in Croatia” 2015 when she was listed as one of the leading marketing/neuromarketing experts in the Republic of Croatia. Her name is linked to several visual identities of cities and municipalities, as well as strategic marketing plans, brands, and strategies adopted in various companies worldwide. She published her “Neuromarketing Armoury“ book in two languages and has more than 30 scientific and professional studies in the marketing/neuromarketing discipline. She is also a permanent expert witness for marketing and intellectual property rights cases in the County Court in Zagreb and an often-quoted interlocutor in the media.



FIELDS OF EXPERTISE:  court-appointed expert assessments in the area of the 7ps marketing mix (product, distribution, price, promotion, people, processes, proofs), market position in relation to the competition (monopoly, duopoly, oligopoly), marketing strategies (corporate, business, functional), marketing plans, strategic marketing, market communications, public relations, brand evaluation.

Hedda Martina Šola - Neuromarketing


FIELDS OF EXPERTISE:  copyright and related rights, patents, trademarks, industrial design, protection and violation of intellectual property rights, audiovisual works.


Identifying customers’ problems and needs, defining your niche and its profitability, researching the competition, testing your product and service, reviewing your business performance (business plans, marketing strategies, promotional activities), building/redesigning your own brand identity, expanding the product life cycle, creating effective social media and website guidelines for your business, marketing management revision (4P’s).


By applying neuroscientific and biometric methodology in advertising, you will understand your customers at the emotional and cognitive level. Neuromarketing creates synergy of all the five senses in customers. In neuromarketing we measure: visual perception, motivation, cognitive load, emotions. Why is it so important? By measuring attention, emotions (both conscious and unconscious) and your customers’ deductive reasoning, we improve your advertising messages, design and product packaging, and successfully position your brand on the market. Fields of expertise: neurobranding, neuroadvertising, neuroprice, neurodesign, in-store testing, online neuromarketing.


In order to promote the neuromarketing science, I have already established domestic and international cooperation with a number of universities, colleges, and polytechnics. Through this cooperation, we work together on various projects, providing a diversified portfolio of our services, with many scientists and experts, and working with the latest technology. If you are interested in exchanging ideas, as well as in participating in different interrelated projects, please feel free to contact me.


In addition to my extensive professional experience with academic awards of scientific and teaching positions, I provide appropriate working conditions for teaching at a University or College. I greatly enjoy attending international conferences, and am a regular guest lecturer at various national and international Universities, Colleges, scientific and professional symposiums, etc. I am fluent in several foreign languages. Please, feel free to contact me.

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