What we know about neuromarketing

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Neuromarketing is becoming an established area of market research that is more accessible to marketers. Increasingly, brands are using it to identify core consumer behaviours, preferences and motivations and to optimise creative and campaign effectiveness. Unlike conventional marketing research, neuroscientific techniques measure implicit emotional responses which can uncover valuable insights and purchase triggers.


Neuromarketing is the field of marketing research that studies how peoples’ brains responds to advertising stimuli.  

Neurometrics: The measurement of an individual's underlying brain activity. The most frequently used techniques are functional Magnetic Resonance Imaging (fMRI) and electroencephalography (EEG) measures.


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