NEUROMARKETING: beyond the buzz

It is every market researcher’s dream: an objective view of consumers’ innermost thoughts, unobscured by the confounding influences of interviewer and question biases and respondent post- ationalization.

NEUROMARKETING: Beyond the buzz

Graham Page

THE TECHNOLOGY

Techniques used in neuromarketing today include both brain imaging and brainwave measurement. Brain imaging techniques, such as Functional Magnetic Resonance Imaging (fMRI) and Magnetoencephalography (MEG), produce wonderfully detailed 3-D images which highlight activity in different areas of the brain as the subject performs an assigned task. However, the technology is not particularly convenient to use; it tethers both researcher and subject to an immobile apparatus which is expensive to operate, and it requires that the subject's head be positioned inside a large machine.

A more flexible approach is brainwave measurement, or Electroencephalography...

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