The State Of Neuroscience
In a recent article in Marketing Daily, Elissa Moses, Head of our Neuroscience & Emotion Centre of Excellence, explains how complementary neurosciences (unconscious, emotional consumer response) and research (rational and cognitive response) are.
And she outlines what each neuro tool is especially good for‚Ä¶.
- Biometrics: Stabile and sensitive measure of emotional engagement; provides great specificity and overall effect; consumer-‚Äźfriendly, scalable.
- Facial Coding: Passive measurement for type of emotional response and emotional valence; secondary indicator of emotional engagement; easy to integrate into surveys; scalable.
- EEG: Highly sensitive measure of engagement and emotional valence. Provides great specificity. Less consumer friendly and scalable depending upon equipment used.
- Eye Tracking: Attention and interest; patterns of observation; what is seen, in what order and for how long with great specificity; consumer-‚Äźfriendly and scalable; now available on line, in-‚Äźstore, etc.
- Implicit: Understanding unconscious perceptions and impact of stimuli on brands, sensitive for differentiating between brands and ads on key attributes and drivers; easy to include in surveys, scalable and consumer friendly.
- fMRI: Most sensitive neuro tool relied upon in academic labs for exploratory research on emotional, response, engagement and memory; most expensive, least scalable.
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