Neuroscience for Honest Answers Market Research

Dots| Neuroscience is being used as a high-end, very expensive marketing tool. Siimply stated, neuroscience doesn’t rely on what people say in focus groups but what their brains are saying when watching ads or taking a survey. Women, in particular, have a track record on many sexy or morally-loaded subjects of saying one thing and responding in a very different way in their brain scans.

In a perspective piece appearing online in the journal Nature Reviews Neuroscience , Ariely and Gregory S. Berns of Emory’s departments of psychiatry, economics and neuropolicy, offer tips on what to look for when hiring a neuromarketing firm, and what ethical considerations there might be for the new field. They also point to some words of caution in interpreting such data to form marketing decisions. via Science Daily