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
USEFUL, ARGUES ROBIN WIGHT
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...