How consumer neuroscience is transforming how we shop

As more retailers turn to technology to boost their competitive advantage, consumer neuroscience may be an unexpected game-changer in the space. Consumer neuroscientist Dr Phil Harris believes advanced technology developments in neuroscience can open the way to multi-sensory shopping experiences in ordinary retail stores. “The interest in customer research is understanding how people react to a product or brand experience in a timeframe that provides an opportunity to get insight and meets their needs,” Harris told SmartCompany. In October last year, Harris was involved in Japanese retailer UNIQLO’s first neuroscience fashion campaign UMood. UMood, developed by Isobar and Dentsu Science, works by tracking consumer brainwaves through a device they place on their head, which picks up brain activity as they watch ten images. This is then linked back to a…


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