In a recent video, Nielsen market research advocates the use of neuromarketing techniques as the way to go when it comes to unlocking the truth about why consumers buy. Traditional methods “miss at least 50% of what’s going on” when it comes to understanding and predicting consumer behavior, they say
Applying fMRI – our flagship market research tool – is not easy. Mistakes in data analysis or interpretation are easily made. Some have recently suggested that ‘neuroscience is flawed’. Here we give you a balanced discussion of the facts, and explain why the recent uproar does not affect what we do at Neurensics for our clients.
Why do we use fMRI, what is it exactly that we do, and how should our results be interpreted? Here we explain some fundamental issues in using neuroscience in market research. It’s all about reverse inference!
During the sold-out Dutch Marketing Awards 2016 at the Tropen Museum, employment agency YACHT has won the ‘Gouden Walnoot’, the first scientifically validated neuromarketing award. Obvion and KNAB won silver and bronze with their campaigns.
We have conducted research for more than 2000 commercials, storyboards, ads, internet banners, propositions, logo’s, packaging, and other marketing and sales products, totaling to 50.000 scans. Thank you clients!