Mental models

Advances in neuroscience are revealing how mental models guide our behaviour, and this insight will have a big impact on consumer understanding.

Mental models

David Conway


Axe Twist young consumers came up with the idea of a fragrance that changes throughout the day

The research technique of mental modelling can unlock consumers' creativity in improving a brand, as Unilever found with its launch of Axe's Twist fragrance

Advances in neuroscience are improving our understanding of how our brains use mental models to guide our behaviour, and this insight is about to have a big impact in the field of deep consumer understanding.

Recent research published by Harvard University Professor Gerald Zaltman suggests that 80% of new consumer products fail within...

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