Neuroscience in practice: The definitive guide for marketers
Thom NobleNeuroStrata
Through neuroscience, we can determine how people really respond, not how they think they should respond. Thom Noble of NeuroStrata examines how neuroscience can be used to improve the accuracy and quality of market research.
Contents
The science
The methods
- Neurometrics
- EEG
- fMRI
- Biometrics
- Eye-tracking
- Facial decoding
- Other biometric techniques
- Psychometric (implicit) testing
Application, learnings and guidelines
To date, the new field of neuromarketing research has created excitement, optimism, scepticism and rejection in equal measure. Researchers and planners are universally intrigued at the potential...