Neuroscience in practice (summary version)

This article is a summary version of the Admap March 2013 Focus piece: Neuroscience in practice. In it, Thom Noble of NeuroStrata examines how neuroscience can be used to improve the accuracy and quality of market research.

Neuroscience in practice

Thom NobleNeuroStrata

This is a summary article. Read the full definitive guide on Warc and in Admap

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,...

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