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How to get the best out of neuromarketing
Includes video content
Recommended by Warc editors
Graham Page, Admap, January 2010, pp. 20-21
Research into the usefulness of neuroscience-based research has led Millward Brown to formulate questions addressing its appropriateness in specific situations, such as: 'Does the method tell us something meaningful about brands or marketing?'; ' Does it tell us something we don't already know?'; and: 'Is it practical and scalable?' Used appropriately and adhering to best-practice standards, neuroscience methods can add value to research - for example, when dealing with sensitive material, or probing for transient responses to ads or brand experiences.
Research into the usefulness of neuroscience-based research has led Millward Brown to formulate questions addressing its appropriateness in specific situations, such as: 'Does the method tell us something meaningful about brands or marketing?'; ' Does it tell us something we don't already know?'; and: 'Is it practical and scalable?' Used appropriately and adhering to best-practice standards, neuroscience methods can add value to research - for example, when dealing with sensitive material, or probing for transient responses to ads or brand experiences. But real understanding comes from integrating information and using the right tool at the right time.
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