Friday, June 14, 2013
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.