This article is part of a series of articles on neuroscience applied to marketing. Read more.

Adoption of neuromarketing is accelerating among brand owners and their agencies. It has shifted out of the laboratory – into the home and onto the streets via tablets and mobile devices. It has migrated from a rarefied, harder-core discipline to a more readily accessible capability.

The hurdles to its deployment are alleviated through newer, more scalable, online techniques, which are becoming increasingly dominant. The greater versatility of the online tools, such as implicit time response, is presenting examples of all kinds of newly customised software-as-a-service (SaaS) applications providing agile, test-and-learn studies. This technique in particular is opening up the means to study topics (such as sensory/experiential) inaccessible to traditional methods. As embedding becomes more of a feature, the adoption of neuroscience is creating a highly disruptive influence on marketers and challenging the way insights are sought and applied.