Biography - Dr.Hedda Martina Šola,PhD

Predict attention,master the market!

Biography

Dr. Hedda Martina Šola, PhD, is an internationally recognized expert in neuromarketing, consumer neuroscience, and the valuation of brands and intellectual property rights. Her professional profile has been shaped by more than thirty years of experience in strategic marketing and fifteen years of scientific research in neuromarketing and consumer neuroscience, giving rise to an exceptionally well-rounded expertise grounded in scientific rigor, a profound understanding of consumers and brands, and the ability to translate complex scientific knowledge into business practice. She holds a doctorate in economics with a specialization in neuromarketing and has further refined her expertise in strategic management, consumer neuroscience, and cognitive psychology through advanced professional education at Harvard University, Copenhagen Business School, Oxford Business College, and Cleveland State University. Over the past five years, she served as an Associate Professor in graduate and doctoral programs at Oxford Business College in Great Britain. During the same period, she also held the position of Research Coordinator at Oxford’s scientific research center, the Centre for Applied Research and Entrepreneurship. Her publications include the first Croatian book on neuromarketing, “Marketinška oružarnica”, as well as its English-language edition published under the title “Neuromarketing Armoury”. She is a permanent court expert in marketing and in the financial and economic valuation of intellectual property rights and has held this appointment for more than eleven years. Her academic and professional bibliography comprises more than forty papers published in domestic and international journals of the highest scientific ranking (Q1/Q3). A regular speaker at international symposia, conferences, and professional forums devoted to neuromarketing and intellectual property, she has advised more than 500 brands, as well as numerous political stakeholders, cities, and municipalities, on strategic management, the protection and valuation of intellectual property rights, and strategic subconscious positioning. Her academic engagement further extends to collaboration with universities on scientific and research projects in neuromarketing, intellectual property, and marketing research. Fluent in English and professionally proficient in Italian and Russian, she is a member of numerous international academic and professional organizations. She is frequently cited in the media as a respected and authoritative expert in neuromarketing, marketing, and intellectual property, and has received numerous domestic and international awards and distinctions for her work.

Executive Education: Selected

Harvard University – Outsmarting Implicit Bias (2025)
Oxford Business College – Students as Customers (2021)
Oxford Business College – Student Progression: Role of Mentoring & Academic Support (2021)
Oxford Business College – Enhancing Student Engagement / Motivation (2020)
Copenhagen Business School – An Introduction to Consumer Neuroscience & Neuromarketing (2016)
World Bank (FIAS – Foreign Investment Advisory Service) – Effective Investment Promotion Campaigns (2009)
Cleveland State University (Maxine Goodman Levin College of Urban Affairs) – Government Leadership (2007–2008)

Awards

Top Finalist, Global Woman Corporate Award (2021)
Croatian Women of Influence Award Winner (2019)
Acknowledgement by the Tourist Board of Novalja – contribution to sports tourism & ecotourism (2017)
Cited in International Encyclopaedia – Hübner’s Who's Who in Croatia (2016)
Recognition by the World Bank – positioning Croatia among the Top 13 countries in FDI (2011)

Institute Awards

Best Neurobranding & Neuromarketing Research Institution (2023) — Acquisition International, Research & Development Awards, Global Media, London, UK
Best Neuromarketing & Consumer Behaviour Research Institute – Croatia (2022) — European Enterprise Awards, EU Business News Magazine, UK
Most Innovative Organisation in Europe (2021) — Corporate LiveWire, Innovation & Excellence Awards, UK

Services

/ The science behind success.

Neuromarketing

Neuro Attention & Emotion Testing

Digital Experience Optimization

Neuro Pricing Strategies

Product & Innovation Testing

Shelf & Packaging Neuro Testing

Expert Valuations & Forensic Assessments

Brand Valuation

Trademark & Industrial Design Valuation

Patent Valuation

Forensic Marketing Analysis

Think you choose freely? In reality, almost every buying decision follows a pattern the brain reveals long before we’re aware of it—up to 98 % of consumer moves can be forecast with science.

Šola, H.M.; Qureshi, F.H.; Khawaja, S. Human-Centred Design Meets AI-Driven Algorithms: Comparative Analysis of Political Campaign Branding in the Harris–Trump Presidential Campaigns. Informatics 2025, 12, 30)

What people claim they want often tells only half the story. The real answer lies in how their brain is wired to act when the moment of choice arrives.

Šola, H. M., Gajdoš Kljusurić, J., & Rončević, I. (2022). The impact of bio-label on the decision-making behavior. Frontiers in Sustainable Food Systems, 6, 1002521