Point of view: Reading minds

Breakthroughs in neuroscience over the past decade have led to a better understanding of how our brains work, and refinements in biometric measurement techniques have enabled marketing researchers to understand how people feel about advertising, brands and media at a subconscious level.

Point of view: Reading minds

Joe Mandese

As long as ad agencies have been making and placing ads, Madison Avenue has been trying to figure out how they influence the way consumers think, feel and are motivated about brands. But, until recently, most ad executives had to rely on proxy research that either asked people what they thought, or tracked how they behaved.

As sophisticated as those methods may be, they don't really deal with the most fundamental thing influencing how humans behave: our brains. Breakthroughs in neuro-science over the past decade have led to better understanding of how our...

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