Neuroscience can add insight when used in tandem with conventional research

Six years ago, research by neuroscientists comparing what happened in the brain when test subjects blind-tasted Pepsi and Coke - compared with when they were told the brand - was heralded as a market research revolution.

Neuroscience can add insight when used in tandem with conventional research

David Penn

The failure of conventional research to get to grips with the measurement of the unconscious and emotional aspects of consumer behaviour has led many to look beyond the...