Damasio: A Starting Point for Integrating Neuroscience Findings Into Retail Research
Cristina De Balanzó
This paper aims to provide a new vision on how neuroscience tools and data are used, with the intention of emphasising the value of a wider approach in integrating information. If the research industry is willing to change and adapt to these new insights, we will have an opportunity to offer significant added value to our businesses.
For the purposes of this paper we have focused on retail research, as over the past few years, recognition has grown within the marketing...