Damasio: A Starting Point for Integrating Neuroscience Findings Into Retail Research

Cristina De Balanzó, Nuria Serrano and Siemon Scamell-Katz

We cannot turn our backs on progress and progress is now linked to neuroscience. The challenge is to demonstrate how a neuroscientific approach can represent an opportunity to improve the research tools which are currently at our disposal.

Damasio: A Starting Point for Integrating Neuroscience Findings Into Retail Research

Cristina De Balanzó

Nuria Serrano

Siemon Scamell-Katz

INTRODUCTION

This paper aims to provide a new vision on how neuroscience tools and data are used, with the intention of emphasising the value of a wider approach in integrating information. If the research industry is willing to change and adapt to these new insights, we will have an opportunity to offer significant added value to our businesses.

For the purposes of this paper we have focused on retail research, as over the past few years, recognition has grown within the marketing...

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