Brain science

Date of publication: June 4, 2006

Company: GfK Group

Abstract:

Why do people preferring the taste of Pepsi faithfully buy Coke? Researchers hope to unravel media mysteries with neuromarketing? a new spin on market research, which shuns customer surveys and focus groups in favour of technologies such as functional magnetic resonance imaging (fMRI) to peer directly into consumers' brains. At issue is whether marketers can exploit advances in brain science to make more effective commercials.This paper examines these issues highlighting through case studies the effectiveness of techniques like neuro-marketing in comparison to the traditional ways of quantitative and qualitative research.

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