Brainy Bar 2: Gastroporn, implicit testing and the removal of uncertainty

This event report discusses neuroscience as an effective tool for marketers that can inform creative, better understand emotions, and move towards "more human communications".

Brainy Bar 2: Gastroporn, implicit testing and the removal of uncertainty

Sam Peña-TaylorWarc

"Neuroscience doesn’t kill creativity; it fuels it," according to Dr Cristina Balanzo. It’s about "understanding decision making."

The founder of Walnut Unlimited, the consumer neuroscience division of global agency network Creston, and local chair in the UK for the NMSBA, a neuromarketing trade body, was addressing the second Brainy Bar, a series of events run jointly by Walnut Unlimited and Warc. The February 2016 session set out to demonstrate how and why academic neuroscience can drive successful insight for brands.

The discipline, though relatively new,...

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