Ipsos Views: Clearing the Fog on Neuroscience

Applied neuroscience is one of the biggest research advancements of our lifetime and methods are now easier, more affordable and have added value for integrating into traditional research. Clearing the Fog on Neuroscience addresses some of the misunderstandings around what neuroscience is and what it can and can’t do. Written by Elissa Moses, CEO of the Ipsos Neuro and Behavioural Science Centre, the paper explores a number of themes, including: The benefits of neuroscience How decisions are made from a neuroscience perspective What marketers need to understand The misconceptions surrounding applied neuroscience The paper is the first in the series of Ipsos Views white papers, produced by the Ipsos Knowledge Centre.

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