Predicting brand decisions through emotional engagement - Evaluating creative work: a bioquali approach (survey research & neuroscience) required
Cristina de Balanzó Ramon Llull University, Spain
Rafal Ohme Brain Applied Research Center, Poland
Henk Eising Heineken International, Netherlands
This paper brings into perspective the need to combine new research approaches with traditional ones. This will enable us to answer new and old questions, create innovative approaches using new technologies, and deliver more creative ways of interpreting findings. Interpretation will be a key aspect in this methodological proposal.
With this in mind, we would like to take a...