Neuroscience, social and tech: tapping into real-time consumer emotions

7 December 2015    3 min read Marketing has always sought to evoke emotions by creative, but now with the merging of neuroscience with actionable social data, it is being guided by real-time consumer emotions, writes Kerry McCabe. The impact of data on marketing has already been profound, but so far it has mostly been used to gather information, inform targeting and analyse performance. Brands are often focusing on competition and reporting, at the expense of real connections with their consumers. The merging of actionable social data with neuroscience has brought us to a place where advertising – which has always sought to evoke emotion through great creative – can now be guided and triggered by the exact thing marketers are trying to evoke: consumer emotion. The ability to uncover consumers’…


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