Revolutionizing Marketing with Brain Scan Technology: The Story of Sandra Preiß and Limbio Business OG.

With Limbio Business OG, Sandra Preiß is revolutionizing marketing. Brain scan marketing can improve sales.

While her schoolmates leafed through “Bravo” and “Rennbahnexpress” as teenagers, Sandra Preiß wondered what motivates serial killers to commit their crimes and immersed herself in psychology books. Her fascination with brain research got an additional boost when her father developed Parkinson’s disease. She started out professionally with classic marketing, but quickly noticed that many answers to questions about brain research can also be found here. In 2009 she became self-employed and founded “Limbio”, a company that integrates brain research into marketing. A special device is required for brain scan marketing, of which there are only three locations in Austria. The brain activities of the advertising consumer are recorded in this tube. A neuropsychologist reads and interprets the data. “In the beginning we didn’t know what would come of it,” Preiß recalls. A well-known company from Upper Styria made itself available as the first major customer. “We compared the first figures and data with real market data and were overwhelmed by the results.” Step by step, Limbio became more competent.

In the meantime, 14 years of experience and a neural hierarchy of information have been built up. To ensure replicability, 24 subjects are always scanned per order. All activities in the brain are measured – after all, around 30,000 pixels per second are recorded. A wide variety of areas are evaluated. The irritation is particularly exciting for Preiß. “The frontal cortex ramps up cognition when something irritates it. In advertising communication, it is often underestimated that the smallest stimuli are enough to cause irritation and the brain is blocked for the rest of the advertising content.” Other areas that Limbio focuses on include unconscious attention, meaning, value, and the reward center.

Not over yet

It turns out that the brain scan can be used for more and more industries. “We started with advertising, but we are also discovering the area of ​​occupational safety,” says Preiß. One of their goals is to make safety instructions brain-friendly in order to better prevent accidents at work.

The Limbio Group comprises three areas: brain scan marketing, coaching and neuro-recruiting. Preiß is the owner and managing director of all of them, but hands over neuro-recruiting to a young team in the summer, but remains a shareholder. www.limbio.at