Interconnectivity is not the same as enlightenment

David Penn

David Penn, managing director of Conquest Research, says we should distinguish between brain science, which is a new way of understanding the consumer mind, and neuromarketing, which through observing mental activity in particular parts of the brain seeks to supplant conventional research.

Interconnectivity is not the same as enlightenment

David Penn

'No, I haven't got a bloody brain scanner.' Talk about brain science (as I frequently do) and, at some point, someone will ask you if you have a brain scanner. I guess it's a natural association to make, but it's also one that blights any sensible discussion about the real benefits of neuroscience for marketing and advertising. It stems from a misguided impression about brain science, because 'sticking their heads in a scanner' is not, in my view, the logical out-come of brain science. So where does the misconception come from?...

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