Putting neuroscience to a practical test
Geoffrey Precourt Warc
Marketing research isn't brain science. Or is it?
For years, the application of neuroscience as a tool to determine just the stickiness of a piece of communications has been a point of controversy and contention. First, there's the implicit (but rarely formally expressed) mumbo-jumbo aspect of what has all the trappings of science but none of the absolute certitude. Complicating the issue is the variety of service offerings - each peddling different cranial spins and most claiming superiority over their competitors.
The Advertising Research Foundation (ARF) is somewhat kinder in...