Dr. Hedda Martina Šola, PhD., believes consumer neuroscience is entering its next scientific era. After decades of advancing our understanding of how people perceive, decide, and behave, she believes the discipline’s next evolution lies in the responsible prediction of consumer behaviour. This vision shapes her scientific research, international collaborations, and the strategic development of the Institute for Neuromarketing and Intellectual Property.
She serves as Director of the Institute for Neuromarketing and Intellectual Property, an internationally recognised research institution dedicated to integrating consumer neuroscience, neuromarketing, artificial intelligence, behavioural science, and intellectual property to advance scientific models that improve the understanding and prediction of consumer behaviour while supporting better strategic decision-making.
With more than thirty years of experience in strategic marketing and over fifteen years of scientific research in consumer neuroscience and neuromarketing, Dr. Šola has developed an interdisciplinary research profile that bridges academic excellence with real-world application. She holds a PhD in Economics with a specialisation in neuromarketing and has completed executive education and professional development at Harvard University, Copenhagen Business School, Oxford Business College, and Cleveland State University.
For five years, she served as Assistant Professor in postgraduate and doctoral programmes at Oxford Business College (United Kingdom) and as Research Coordinator at the Centre for Applied Research and Entrepreneurship.
She is the author of Croatia’s first book on neuromarketing, Marketinška oružarnica, and its international English edition, Neuromarketing Armoury. She has authored more than forty scientific and professional publications, with research spanning consumer neuroscience, artificial intelligence, eye tracking, EEG, behavioural science, and predictive modelling.
Dr. Šola serves as Guest Editor of the Q1 special issue “Eye Tracking in the Age of AI: Explainability, Prediction, and Applications” for the Journal of Eye Movement Research, reflecting international recognition of her methodological expertise and contribution to interdisciplinary research at the intersection of AI, visual attention, consumer neuroscience, and predictive behavioural science.
She has served for more than eleven years as a court-appointed expert in marketing and the financial valuation of intellectual property rights. Throughout her career, she has advised more than 500 brands, as well as public institutions and political organisations, on strategic management, intellectual property, brand valuation, and strategic positioning.
A frequent keynote speaker at international conferences, Dr Šola is a member of numerous international scientific and professional organisations. She has received several national and international awards for scientific and professional excellence, and her work is regularly featured in academic and mainstream media.
Her long-term research ambition is to contribute to the evolution of consumer neuroscience from a discipline focused on measuring and explaining behaviour toward one that develops scientifically rigorous and responsible models for predicting it.
