Neuroscience in practice

Thom Noble

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Through neuroscience, we can determine how people really respond, not how they think they should respond. Thom Noble of NeuroStrata examines how neuroscience can be used to improve the accuracy and quality of market research.

To date, the new field of neuromarketing research has created excitement, optimism, scepticism and rejection in equal measure. Researchers and planners are universally intrigued at the potential that neuroscience may offer, but unsure of how it may be applied, to what benefit, and at what cost.

Here we attempt to provide some balanced thinking on the topic, and some much-needed clarity on its prevailing, practical, day-to-day application in the marketplace. From a brief overview of the underlying science, we introduce the main tools being deployed and what outputs they can and can't deliver. With the primary emphasis on implementation, we provide examples of real-world studies, a look at the specific areas of added-value insights, and for those eager to take their first steps, guidance on how to best navigate this new territory and get the most out of it.

The methods