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...