Neuro, implicit testing and decision science: How brands can make the most of new MR techniques

This event report discusses new developments in market research techniques that aim to tap into peoples' unconscious motivations, and whether brands are taking these techniques on board.

Neuro, implicit testing and decision science: How brands can make the most of new MR techniques

Joseph CliftWarc

“It is not new news that people are highly non-rational. But now, we have the tools to measure this.”

So said Dr Cristina de Balanzo, founder of Walnut Unlimited, the consumer neuroscience division of global agency network Creston, and local chair in the UK for the NMSBA, a neuromarketing trade body.

De Balanzo was addressing the first BrainyBar: a series of evening events run by Walnut Unlimited and Warc. This event, which took place in London in November 2015, explored the...

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