Cognitive neuroscience, marketing and research - separating fact from fiction

This paper addresses what cognitive neuroscience really means for marketing and assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research.

Cognitive neuroscience, marketing and research – separating fact from fiction

Graham PageMillward Brown, United Kingdom

Jane E. RaymondSchool of Psychology, University of Wales, Bangor, United Kingdom


Cognitive neuroscience seems to exert a unique pull on our curiosity. Is this because its science and technology seems to offer an objective, unbiased picture of what makes people “tick”? We all love to try to 'work people out', so the idea that there might be an objective way to do this is alluring. In marketing we want to really get at why people buy what they buy, think what they...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands