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Research into the usefulness of neuroscience-based research has led Millward Brown to formulate questions addressing its appropriateness in specific situations, such as: 'Does the method tell us something meaningful about brands or marketing?'; ' Does it tell us something we don't already know?'; and: 'Is it practical and scalable?' Used appropriately and adhering to best-practice standards, neuroscience methods can add value to research - for example, when dealing with sensitive material, or probing for transient responses to ads or brand experiences.