Neuromarketing: useful or useless?

Robin Wright argues that neuromarketing is useful to market research. Results from focus groups can be highly misleading, but within a couple of decades, brain scan research will have evolved to answer questions about brand empathy and brand learning from a communication just by studying mirror neurons in the brain.

Neuromarketing: useful or useless?

Robin Wight and Vincent Nolan


It is slightly over 40 years since I entered advertising as a fledgling copywriter. Much has changed since then, from the growth of the web to the explosion of mobile...

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