Neuroscience points to radical in-store insights

We believe the buying decisions we make in-store conscious and rational, but they are usually made subconsciously and emotionally.

Neuroscience points to radical in-store insights

Ian Addie

Experiments using neuroscience to track brain activity while people shop could revolutionise our understanding of how buying decisions are made in-store

Perhaps one of the most challenging media through which to communicate with the consumer is in-store, where competitive activity is at its greatest and the window of opportunity to convey a message is at its shortest. The challenge of the in-store medium for marketers is also one shared by those striving to measure the efficacy of in-store activity.

We already know that within the fleeting seconds that a shopper is exposed...

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