Starting from the premise that consumers' decision processes rely less on conscious, rational thought and more on subconscious emotional impulse (which cannot be verbalised), Dan Hill, founder and president of Sensory Logic Inc., describes facial coding and eye tracking - two new market research methodologies.
Closer to the truth: emotional insight and market research
Dan Hill
Traditional market research relies mainly on rational verbalisation of decision processes. But recent advances in neuroscience have revealed that human decisions are primarily driven through...
