Using neuroscience in marketing


Colin Strong, Market Leader, Quarter 4, 2014

This article explores the value of behavioural economics, building on learnings from the public sector and looking at how brands can use this approach.

John Clark, Market Leader, Quarter 4, 2014

This article explains how the Co-operative supermarket applied understanding about unconscious decision making to enhance the impact of its brand.

David Penn and Suzanne Lugthart, ESOMAR, Congress, Nice, September 2014

This case study shows how a new implicit and metaphorical approach to research gave eBay, the online auction platform, a powerful commercial insight impossible through direct questioning.

Ruihong Tang and Danny Wang, ESOMAR, Congress, Nice, September 2014

The paper demonstrates a practical way of measuring videogame player emotions continuously throughout gameplay, building on the separate approaches of mechanics and narrative theories with neuroscience techniques.

Leigh Caldwell and Elina Halonen, ESOMAR, Congress, Nice, September 2014

This paper explores the role of the unconscious mind in consumer decision making and offers ideas and explanations of how market researchers can access consumer's unconscious processes.

James Guerrier, Julia Lamaison, Christian Kurz and Jo McIlvenna, ESOMAR, Best Methodological Paper, Congress, Nice, September 2014

This paper outlines research from Comedy Central, the TV channel, on the impact of comedy on engagement and what effect humorous TV programming has on the ads that follow it.

Stuart Peters and Richard Silberstein, Admap, September 2014

This case study describes how American Express (Amex), the financial services company, used a neuromarketing technique - Steady State Topography (SST) to optimise advertising creative.

Michael E Smith, Patty Goldman and Stephanie Rath, Admap, September 2014

This case study explains how Feeding America, a hunger-relief charity, used neuromarketing technique EEG to engage emotions and improve the resonance of public service campaigns.

Leslie Hogeveen and Martin de Munnik, Admap, September 2014

This case study explains how De Hypotheker, the Dutch mortgage adviser, used neuromarketing technique fMRI testing to guide creative development, optimise copy and predict effectiveness.



The appliance of neuroscience

Using the technique in day-to-day brand management


Neuroscience for predictive modeling

Predicting a movie's box office by using neuroscience


Experiential neuromarketing

How mirror neurons trigger the need to experience an action


New opportunities in neuro

A discussion on how to apply neuro-techniques


Neuroscience in practice

The definitive neuroscience guide for marketers