Neuroscience can add insight when used in tandem with conventional research

David Penn

Six years ago, research by neuroscientists comparing what happened in the brain when test subjects blind-tasted Pepsi and Coke - compared with when they were told the brand - was heralded as a market research revolution.

Neuroscience can add insight when used in tandem with conventional research

David Penn

The failure of conventional research to get to grips with the measurement of the unconscious and emotional aspects of consumer behaviour has led many to look beyond the confines of quantitative and qualitative techniques and to embrace the technologies of brain imaging and biometrics.

It's not many years since an entirely new kind of MR study hit the headlines. Neuroscientists at Baylor College in Houston monitored brain response (via fMRI) during a test of taste and brand preferences for Pepsi versus Coke. On the blind test, preferences...

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