Hayat Kimya Analyzes Consumer Behavior with Neuromarketing Laboratory

Hayat Kimya, which operates in more than 100 countries with brands such as Bingo, Molfix, Molped, Familia and Papia, is focusing on neuromarketing studies in order to better understand consumer behavior. With the in-house neuromarketing laboratory it established in 2022, the company supports decision-making processes ranging from packaging design to advertising films, and from product features to brand communication, with consumer data.

Hayat Kimya analyzes consumers' attention, reactions and interactions with communication materials in its consumer research by making use of neurological and behavioral measurement methods. According to the company's statement, the laboratory—the first and only in-house neuromarketing laboratory established in the fast-moving consumer goods sector in Türkiye—enables studies previously carried out with external research agencies to now be conducted within the company.

Methods such as electroencephalography (EEG), eye tracking, skin conductance measurement and facial expression analysis are used in the research. Through these methods, the company evaluates which parts of the packaging attract attention, at which moments interest shifts during advertising films, and whether important product messages are noticed by consumers.

Hayat Kimya carries out approximately 800 research projects per year in the markets where it operates and in markets it sees potential in, reaching more than 100 thousand consumers. In 2026, the company conducted approximately 40 projects in the laboratory with real consumers, and approximately 40 projects with neuro artificial intelligence software.

Goal of speed and efficiency in research processes

Hayat Kimya Consumer and Market Research Director Gönül Altınok stated that the findings obtained in the neuromarketing laboratory are translated into concrete improvements in packaging, product and communication efforts.

Noting that research results are evaluated together with the insights of the consumer and market research team, Altınok said that conducting the studies in-house has accelerated reporting processes. Stating that the reporting period, which could previously take two to three weeks when outsourced, has been reduced to approximately one week, Altınok noted that this allows products and advertisements to be revised and retested more quickly.

Stating that the company continues to invest in laboratory infrastructure, Altınok announced that a mobile eye-tracking device was also added to the equipment in 2026. With the new device, the company aims to examine consumer behavior during mobile usage and support research conducted in store environments.

Molfix's packaging and advertising efforts were developed with research results

Among the examples of Hayat Kimya's neuromarketing applications, the studies carried out for Molfix Yeni Nesil Kanallı Bebek Bezi (New Generation Channeled Baby Diaper) stand out. By testing the advertising film and product packaging through neuro research, the company identified the elements that attracted consumers' attention and those that were overlooked.

According to information shared by Gönül Altınok, the initial research found that the product's benefits remained in the background in some scenes of the advertisement, while some important messages on the packaging were not sufficiently noticed. Based on the findings obtained, the advertisement and packaging were redesigned and retested.

Altınok stated that in the measurements taken after the broadcast, the advertisement's recall and brand-matching scores reached the company's highest level to date. She noted that Molfix's top-of-mind brand ratio rose from 29 percent to 39 percent, and that the brand reached a 33 percent market share.

Altınok also said that Molfix achieving the highest index score in the 2026 MediaCat and Ipsos Lovemark research was significant in terms of the bond established with consumers.

Consumer insights shape brand strategies

Hayat Kimya uses the data obtained in its neuromarketing laboratory together with consumer and market research in product development and brand communication processes. Through its investments aimed at developing its laboratory infrastructure, the company aims to more closely monitor changes in consumer behavior and to support its decision-making processes with research results.

About Hayat Kimya

Operating in the fast-moving consumer goods sector since 1987, Hayat offers products in the categories of baby care, feminine personal care, personal health, home care, tissue paper and pet care. The company, which employs more than 10 thousand people worldwide, operates a total of 26 production facilities in Türkiye as well as in Egypt, Iran, Algeria, Russia, Nigeria, Pakistan and Vietnam.

Maintaining its international presence with sales and distribution companies in Morocco, Bulgaria, Kenya, Thailand and Malaysia, Hayat exports to more than 100 countries across five continents. The company brings its 16 brands to consumers worldwide. While Hayat is among the largest producers of tissue paper in the Middle East, Eastern Europe and Africa, it ranks fourth in the world in diaper production.