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 emotional reactions, which are later justified with rational thought. The underlying message is that market research as we know it could never tell us the whole story. Verbal input is beneficial, as it allows consumers to categorise their relationship with brands and offers. But we are now aware that the decision process actually relies less on conscious, rational thought and more on subconscious, emotional...