Hayat Kimya tests its products, packaging and ads in its own lab with a model that measures consumer response
The company brought its neuromarketing work, previously run with research agencies, in-house in 2022. According to Consumer and Market Research Director Gönül Altınok, reporting that took 2-3 weeks when outsourced now takes about a week.
What's happening
According to Marketing Türkiye, the lab, which Hayat Kimya bills as the first and only in-house facility of its kind in its sector in Türkiye, measures consumer attention and response through EEG, eye tracking, skin conductance and facial expression analysis. In 2026, Hayat Kimya ran about 40 projects in the lab with real consumers and about 40 with neuro-AI software; with a mobile eye-tracking device bought this year, it will also branch out into in-store research. In the Molfix example Altınok described, testing showed that the product's benefit faded into the background in some scenes of the ad and that some messages on the packaging went unnoticed. After the revised ad aired, Molfix's top-of-mind awareness rose from 29% to 39%.
Whose desk it lands on
The manager in charge of consumer research. Should packaging and ad testing stay with an agency, or start in-house with a single method such as eye tracking?
Our view
The CX Brief's interpretation, not a claim made by the source.
By Hayat Kimya's own account, what the lab really delivers is not a new measurement tool but time: reporting that took 2-3 weeks when outsourced now takes about a week. Altınok says the shorter turnaround makes it possible to fix an ad or a product and test it again; at Molfix, too, the team reworked the ad and the packaging once it saw which messages were being missed, then retested them. A study's value often lies not in the sophistication of its method but in its results reaching decision-makers while the decision can still change.
