Getting the best out of neuroscience

Graham Page

This presentation by Graham Page of Millward Brown, was given at the Warc conference about The Future of Advertising Research.
He discusses the use and issues of neuroscience applied to marketing, suggesting appropriate questions to ask when considering it. Which techniques are best include implicit association measurement, eye tracking and brainwave measurement and how they are applied is demonstrated. The Coca-Cola 'Quest' is given as an example....

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