Neuropolitica: Candidatos y Emociones Elecciones Cataluña 21 Diciembre 2017 Analisis Facial


Estudio de las emociones que producen los candidatos a las elecciones en Cataluña, 21 de Diciembre 2017.


Director del estudio:

Edgar Sánchez, Neuromarketer Sr, Ph.D. Neurociencias.

Coautores:  Ivan Arjona Martínez & Arda Hasipek

Lets Neuromarketing it!

6 de Diciembre de 2017




I.- Detectar cuáles emociones provocan los candidatos a las elecciones en Cataluña del 21 de diciembre de 2017 (21D).

II.- Continuar la elaboración de Neuropolítica. El primero fue realizado en diciembre de 2015, para las elecciones presidenciales en España. El Segundo fue realizado también para las elecciones presidenciales en junio de 2016.


Análisis Facial


Por medio de le NEURO-Tecnología “ANÁLISIS FACIAL” que registra las emociones expresadas a través del rostro.

Para más detalles del funcionamiento y ventajas la tecnología, notas aclaratorias, y otros elementos técnicos acudir al Primer estudio público en España de Neuropolítica. (Ver la explicación detallada)

 21D Candidatos Emociones Edgar Sanchez Neuromarkeitng Neuropolitica

(click sobre la gráfica para ampliar)

Las seis emociones que captan el Análisis Facial son:


– Alegría (Happiness)

– Asco (Disgust)

– Ira (Anger)

– Miedo (Fear)

– Sorpresa (Surprise)

– Tristeza (Sadness)





Tablas #1 Edgar Sanchez Neuromarketing(click sobre la gráfica para ampliar)



Tablas #2 Edgar Sanchez Neuromarketing(click sobre la gráfica para



Oriol Junqueras es Candidato que más ALEGRÍA dispara, seguido de Iceta (muestra total).

Carles Riera es el candidato que menos ALEGRÍA dispara (muestra total).

4 Edgar Sanchez Neuromarketing Neuropolitica Junqueras +Alegria

(click sobre la gráfica para ampliar)

Xavier Albiol es el candidato que menos MIEDO genera, después de Oriol Junqueras quien tiene el mejor indicador.

(muestra total)

3 y 4 Edgar Sanchez Neuromarketing Neuropolitica Albiol Junqueras +Miedo(click sobre la gráfica para ampliar)

Riera es el que menos TRISTEZA provoca, seguido de Albiol

(muestra total)

5 Edgar Sanchez Neuromarketing Neuropolitica Riera Albiol TRISTEZA
(click sobre la gráfica para ampliar)

 Los candidatos que menos IRA despiertan son Xavier Domènech (el que menos) y Miquel Iceta.

Carles Riera es el candidato que más IRA genera

(muestra total)

6 Edgar Sanchez Neuromarketing Neuropolitica Domenech Iceta Riera IRA muestra total
(click sobre la gráfica para ampliar)

Inés Arrimadas y Carles Puigdemont son de los candidatos/as que menos ASCO genera

(muestra total)

8 Edgar Sanchez Neuromarketing Neuropolitica Arrimadas y Puigdemont +ASCO muestra total

(click sobre la gráfica para ampliar)

Inés Arrimadas es de los candidatos/as que menos ASCO genera (muestra total).

Gif5 Arrimadas +ASCO

(click sobre la gráfica para ampliar)

Xavier Domènech despierta mucha ALEGRÍA y muy poco sentimiento de IRA en los hombres


(click sobre la gráfica para ampliar)

Notas aclaratorias sobre el estudio

Los candidatos incluidos en este estudio son los número 1 y número 2 de las listas electorales de los partidos políticos con representación parlamentaria.


Notas sobre la financiación y elaboración

Este estudio se realizó de forma autofinanciada. Ninguna institución privada, pública o política,  pública participó en la elaboración o en la financiación.


Damos las gracias a las voluntarias/os participantes en el estudio.

Especialmente gracias a Sophia Ourani, Josep Maria Bigay, Oscar Alcaide, Aridana García, Maria Solovyeva, Josep Salvat y Marc Moral quienes me brindaron su desinteresado apoyo.


Neuromarketing, Interview Steve Genko (S.G.), leading author “Neuromarketing for Dummies” (III/III)




This is the third (and last) part of the interview about Neuromarketing with Steve Genco leading author “Neuromarketing for Dummies”


Go to the first part of the interview where we talk about the definition of Neuromarketing, and other things such as perception and sample size.


Edgar Sánchez (E.S.): Somehow you’ve already answered my next question. In a nutshell, what is the current state of Neuromarketing? and what we can expect for the near future?


Steve Genco (S.G.): Well I can have a minor review on this topic, I may think Neuromarketing is not really the focus needed to kind of move the marketing forward. I think that we need to have, like Carla [Nagel] said it in this morning, she said it, we need to go from Neuromarketing to new marketing and I call it intuitive marketing. But what is the style of marketing that is appropriate, given what we know about the human brain and the consumer’s brain and what we’re trying to accomplish in our relationship with consumers. The old models are very one way we tell you much about our product and here’s the reason why and we want you to pay attention to the advertising. There’s a whole bunch of practices that come from a time period before we really understood that the brain operates on all these different levels: conscious and unconscious. So marketers were serious about understanding and leveraging the brain as a whole, what would marketing look like? I think that is the operative question, so the operative question is not what Neuromarketing would look like, but what will marketing look like.

And I think that what we’ve learned about the brain tells us that marketing might be different and less intrusive and less focused on persuasion, less assuming that people don’t want to do what we want them to do. And I think that it opens up the possibilities for  a more really like a kind of congenial relation between consumers and marketers. But I think marketing could be less intrusive, less disruptive, less overwhelming in terms of demands in our attention and in our time, but still achieve you know the goals that the marketers have, I think that’s a really big change in the future.


E.S.: And this is what you call intuitive market, a very interesting concept.

E.S.: To finish, do you have something you would like to say to the community? to share to the community? A wide open question as that. Something you think it’s important to say beside this prepared questions.


S.G.: I think these are great questions and I’m really interested in what kind of responses you’re gonna get from various people that you’re talking to. I think there’s lots of different perspectives on where this field is going. I think we’re all kind of lucky to be involved in this field at this point in time because you don’t really get an opportunity to kind of be involved in what is really a kind of scientific revolution and have a lot of things come together for something like Neuromarketing to come on the scene. So it’s exciting to be there, it’s like a lot of bumps in the road and challenges but still it’s really, you know, the amount that we know about the brain it’s accumulating. The scientific knowledge is accumulating at a tremendous rate. We have this technology now, we have a computer sitting on the desktop who has a processing power who only ten years ago it needed a supercomputer in order to do. So we can process this massive amounts of data better required if you’re measuring these different kinds of signals.

We have, you know, algorithms that predictive algorithms, machines, all these wonderful things, and we still have a world in which there’s a need to understand marketing and advertising better. The old saying is still true: Half of my budget is wasted, I don’t know which half. All money that is spent millions of dollars, maybe trillions of dollars a year is spent probably on advertising and marketing. We spending a trillion dollars a year and we still don’t quite know what we’re getting for. So the combination of those things, the brain, the science, the technology and the business need are creating a really unique moment and it’s great to be here. Great to participate and eventually evolve.  I really don’t know how it’s gonna go.


Steve, thank you very much for your generosity sharing your time as well as your knowledge with us.


S.G.: My pleasure,


E.S.: It’s been pleasure.