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,...