We cannot turn our backs on progress and progress is now linked to neuroscience. The challenge is to demonstrate how a neuroscientific approach can represent an opportunity to improve the research tools which are currently at our disposal. Can it help us understand the true facets of decision-making? Can it open new ways of viewing the influential aspects of our communication whether that is packaging, shopper marketing or advertising? Starting with the innovative thinking of renowned neurologist Antonio Damasio and his scientific proof that emotions are essential to rational thinking, the authors will translate the findings into day-to-day aspects of marketing and retail research. Do these open new perspectives and opportunities for the future of market research?