The challenges for neuroscience in ad research

Graham Page, global director of research and development at Millward Brown, attempts to look behind the buzz of neuroscience for copy testing, and examine what the technology really can deliver.

The Challenges for Neuroscience in Ad Research

Graham Page

Isn't neuroscience sexy? No one who read the May edition of Admap can have failed to be excited at the potential of brain scanning to generate better consumer insights. It is a tantalising prospect – a 'clean' read on what consumers really think and feel, untainted by interviewer bias, questionnaire design or social desirability effects.

Given that Millward Brown is a leading provider of survey-based research you might expect me to bash 'neuromarketing' as hype, but that is not the case. We are as excited as everyone else by...

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