How to get the best out of neuromarketing

Graham Page

The merits of neuroscience-based techniques continue to spark debate. However, as one of the first companies to explore this space, the issue for Millward Brown has become less about whether to use neuroscience, and more about how to get the best out of it.

In the past six years, we have studied the main neuroscience techniques and compared them with our existing methods. We have found significant value in specific neuroscience methods – when used alongside existing approaches, and only if interpreted with care by people with experience in the field.

Millward Brown has rolled out neuroscience-based methods alongside more established tools. But each method is used only when it will add value, and when it is relevant to the client issue. In selecting methods, we have asked: