Drain a brain

Understanding how the brain works is playing an increasingly significant role in marketing communications as marketers strive to improve the effectiveness of their advertising. Consumer neuroscience involves a range of different technologies aimed at measuring consumers’ brain activity in order to analyse subconscious reactions to advertising. These are difficult to assess objectively through conventional research techniques, such as focus groups or online surveys, which rely on conscious responses. As with many fields of growing popularity, neuroscience-based research in advertising can be subject to hyperbole, which makes it hard to determine what is feasible and what isn’t. So how can marketers use consumer neuroscience to deliver more effective brand marketing? Here are four top tips. Be clear about your research goals: Clarify whether your research objective is better addressed via consumer…


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