How to get the best out of neuromarketing

Research into the usefulness of neuroscience-based research has led Millward Brown to formulate questions addressing its appropriateness in specific situations, such as: 'Does the method tell us something meaningful about brands or marketing?'; ' Does it tell us something we don't already know?'; and: 'Is it practical and scalable?' Used appropriately and adhering to best-practice standards, neuroscience methods can add value to research - for example, when dealing with sensitive material, or probing for transient responses to ads or brand experiences.

How to get the best out of neuromarketing

Graham Page

The merits of neuroscience-based techniques continue to spark debate. However, as one of the first companies to explore this space, the issue for Millward Brown has become less about whether to use neuroscience,...

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