Dr. Hedda Martina Šola, PhD is the Director of the Institute for Neuromarketing and Intellectual Property and an internationally recognized expert in neuromarketing, consumer neuroscience, strategic marketing, and the valuation of brands and intellectual property rights. Her professional profile has been shaped by more than thirty years of experience in strategic marketing and fifteen years of scientific research in neuromarketing and consumer neuroscience, resulting in exceptionally well-rounded expertise grounded in scientific rigor, a profound understanding of consumers and brands, and the ability to translate complex scientific knowledge into business practice.

She earned a PhD in economics with a specialization in neuromarketing and further advanced her expertise in strategic management, consumer neuroscience, and cognitive psychology at Harvard University, Copenhagen Business School, Oxford Business College, and Cleveland State University.

Over the past five years, she served as an Associate Professor in graduate and doctoral programs at Oxford Business College in Great Britain. During the same period, she also held the position of Research Coordinator at Oxford’s scientific research center, the Centre for Applied Research and Entrepreneurship.

She is a permanent court expert in marketing and in the financial and economic valuation of intellectual property rights and has held this appointment for more than eleven years. Her academic and professional bibliography includes more than forty scientific and professional papers published in domestic and international publications of high scientific standing (Q1–Q3), while her work as a reviewer extends to international scientific publications of the highest quality (Q1–Q2). She is the recipient of numerous domestic and international awards and recognitions for her professional and scientific work.

A regular speaker at international symposia, conferences, and professional forums in the fields of neuromarketing, marketing, and intellectual property law, she has advised more than 500 brands, as well as numerous political stakeholders, cities, municipalities, and companies, on strategic management, the protection and valuation of intellectual property rights, and strategic subconscious positioning. Fluent in English, she also uses Italian and Russian in professional communication.

Dr. Hedda Martina Šola has been appointed Guest Editor of the Special Issue “Eye Tracking in the Age of AI: Explainability, Prediction, and Applications” in the international scientific journal Journal of Eye Movement Research (JEMR), ranked in the Q1 category according to Journal Citation Reports. The journal is indexed in PubMed, Scopus, and Web of Science/SCIE, with an Impact Factor of 2.8 and a CiteScore of 3.4, confirming its scientific visibility and international relevance. This appointment further affirms her scientific and methodological expertise in the fields of artificial intelligence, eye-tracking methodology, consumer neuroscience, neuromarketing, and the prediction of human behaviour.

The Institute for Neuromarketing and Intellectual Property is the recipient of a number of prestigious international distinctions. Among the most prominent are the award “Best Neurobranding & Neuromarketing Research Institution in 2023,” conferred by Acquisition International as part of its Research & Development Awards (Global Media, London, UK), the award “Best Neuromarketing & Consumer Behaviour Research Institute – Croatia,” presented as part of the European Enterprise Awards 2022 organized by EU Business News Magazine (UK), and the distinction “Most Innovative Organisation in Europe,” granted by Corporate LiveWire within the framework of its Innovation and Excellence Awards 2021 (UK).