This relatively new discipline, approximately a decade in the making, leverages the measurement methods of Neuroscience, primarily EEG (Electroencephalogram), Biometrics, Facial Coding, Eye Tracking and Implicit Reaction Time to bridge the learning of traditional conscious market research techniques, to provide a comprehensive perspective on consumer response and intent as was never before available, but widely longed for.
Neuromarketing leverages multidisciplinary knowledge, taking into consideration Cognitive Psychology, Neuro Economics and so on
To consider human response and behaviour in as complete a way as possible in a consumer context.
As an approach to market research, the industry has seen a number of new boutique companies spring to life specialising in Neuromarketing, as well as the large leading research firms such as Ipsos and Nielsen create dedicated Neuromarketing Centres of Excellence. Neuromarketing now has a dedicated professional organisation, The Neuromarketing Science and Business Association (www.nmsba.com) and is a featured topic at many industry conferences and workshops.
Ipsos Point Of View
Ipsos has seasoned professional capabilities and offers a wide array of services in Neuromarketing, drawing upon expertise in Neuroscience, Behavioural Science, Neuroeconomics and Cognitive Neuroscience. Our aim is to integrate Neuromarketing methods into all appropriate studies so that both conscious and nonconscious perspectives are understood. Not being wed to any one approach, Ipsos is method-agnostic and can recommend the best design for any given set of objectives taking into considerations sensitivity, reliability and practicality.
Elissa Moses, CEO, Ipsos Neuro & Behavioural Science Centre
Jessica Reiter, SVP, Ipsos Neuro & Behavioural Science Centre
Pamela Rogers, VP, Ipsos Neuro & Behavioural Science Centre
Pascal Bourgeat, Director of Behavioural Science
Video: Neuromarketing: Your brain on advertising featuring Elissa Moses
Ipsos White Paper: "Clearing the Fog on Neuroscience", Elissa Moses
Article: Lindquist, Wager, Kober, Bliss-Moreau, & Barrett (2012) The Brain Basis of Emotion – A Meta-Analytic Review
Einstellungen und Meinungen zur Migration
Die vorliegende Studie zeigt die Meinungen der Menschen in acht europäischen Ländern zum Thema Migration in all ihren Facetten: Von der Einschätzung der Anzahl an Migranten, über die erwarteten Auswirkungen der Migrantenströme auf Wirtschaft und Gesellschaft bis hin zur Beurteilung der Integrationschancen von Migranten.
Ipsos Encyclopedia - System1/System2
Definition: System 1 and System 2 refer to dual process theory (DPT) a class of general theories of higher cognitive processing such as reasoning. There have been 12 different theories of DPT over the past 40 or so years and the distinction between different types of thinking has been around for well over 150 years. DPT is structured around the idea of two 'systems' (1 and 2) and proposes that two forms of processing contribute to decision-making and observed behaviour: