Innovative digital product management based on a cognitive approach
Innovation management in the modern digital environment requires a shift from intuitive decisions to objective neurophysiological data that can predict the effectiveness of digital product promotion online. This article presents the results of an experiment using functional near-infrared spectroscopy (fNIRS), which measures changes in blood flow to active areas of the brain and evaluates unconscious neural responses to static and dynamic digital products (e.g., website pages, online videos, etc.). The goal of the experiment was to develop recommendations for creating digital products (video content) with predictably high engagement and memorability rates based on objective biometric data. The results of the study demonstrated that a cognitive approach combined with fNIRS creates the basis for innovative digital product management from content development to product launch. The resulting neuromarkers not only allow for the identification of weaknesses in existing video materials but also the prediction of the effectiveness of new formats before their publication, significantly reducing investment risks and increasing conversion rates.
Kleshchunova, A. O., Pryadko, S. N. (2026), “Innovative digital product management based on a cognitive approach”, Research Result. Business and Service Technologies, 12 (3), pp. 63-74. DOI: 10.18413/2408-9346-2026-12-3-0-5
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