System 3: Measuring the consumer’s imagination: How the science of imagination connects new products, social research and branding

Discusses a new method for measuring how people imagine and includes four case studies showing how clients have measured consumer imagination.

Summary

Neuroscience and psychology have recently started to identify the mechanisms in the human brain that are responsible for our imagination. The imagination is a crucial aspect of how we all perceive and navigate the world. This creates a powerful oppor