Neuroscience and Marketing

In Mediapost, Elissa Moses posts a good introduction about a number of non conscious methods and their use in marketing analysis. For a largely contrary critical view, see my note about Sally Satel's book: Brainwashed.  I have come to believe  in her take, that strong reliance on neuroscience approaches can be a seductive application of methods based on perceived magic rather than real science.  Its good to look at both sides of this argument,  and first proceed with a traditional view.  Then experiment with neuroscience based methods.   Combine these methods to test.  My own experience with companies pitching these methods makes it clear that caution is a necessity. Some of the deeper insight suggested come from the brains of the researchers rather than the consumer experiments.