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Key reading


Neuroscience in practice: The definitive guide for marketers

This paper examines the field of neuromarketing in detail. It looks at the methods currently in day-to-day use for measuring non-articulated consumer response. These range from highly technical applications such as fMRI to those that measure reactions in other parts of the body.

Applied neuroscience: From novelty to must-use

Findings and recommendations from the Advertising Research Foundation's Neuro 2 study.

The reliability of neuro measures of advertising effectiveness

Why buyers in search of neuromarketing solutions often face a series of daunting decisions.

The application of neuroscience in marketing

Advances in neuroscience marketing research, how brands are using them and what challenges remain.

Neuro, implicit testing and decision science

New developments in market research techniques, and how brands are taking these techniques on board.
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Latest articles

Warc Webinar: Neuromarketing - True implicit vs fast explicit

The last webinar in this three-part series on neuromarketing explores implicit response testing in further detail, helping clients and interested parties to better understand the different approaches on offer for measuring implicit response.

Refine packaging design through neuroscience

This article shares findings from neuroscience research into the role of packaging in shaping consumer perception and triggering purchase, using an example from Tesco, the UK supermarket chain.

Watching the devices: Do we watch video differently on smaller screens?

This paper describes a research project for Channel 4, the UK broadcaster, which compared viewer engagement on branded, TV company-owned video-on-demand (VOD) platforms against generic VOD websites such as YouTube.

Neuro, implicit testing and decision science: How brands can make the most of new MR techniques

This event report discusses new developments in market research techniques that aim to tap into peoples' unconscious motivations, and whether brands are taking these techniques on board.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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