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BackCognitive Neuroscience, marketing and research
Research Papers
Cognitive Neuroscience, marketing and research
Separating fact from fiction
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NOMINEE: ESOMAR Excellence Award for Best Paper 2007
This paper addresses what cognitive neuroscience really means for marketing, assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research. Academic scientist perspectives are combined with marketing research practitioner views.
The paper discusses what cognitive neuroscience really says about how the brain works and what that means for creating successful marketing, as well as what cognitive neuroscience actually measures.
It details the implications of key findings from cognitive neuroscience for marketing and the research industry, and discusses the role cognitive neuroscience's techniques should have in the market research industry.
Author(s): Graham Page, Jane Raymond
Date of publication: 17.09.2006
ISBN: 92-831-0197-9
Order Code: CON06_20
Number of pages: 26
Conference collection: Congress 2006 - Foresight - The Predictive Power of Research
All papers from Congress 2006 - Foresight - The Predictive Power of Research:
- Touchpoint tracking
The journey to a viable model - Merging minds and matter
Actionable segmentation powered by data fusion - Defragment the consumer
Three ways to unleash the predictive power of market research - How has the Internet changed research?
How will it change it in the future? - Predicting the future
Principles for forecasting almost anything - Before the after-shock
Strategies to awaken our powers of intuition - Stock market activity
Market Research meets applied economics - Increasing marketing accuracy
Wavelet based forecasting techniques - Patent watching
An unconventional approach to product and service predictions - Starting from scratch
Building social research capacity in Afghanistan - Deep-dive research
Brand building insights from Kazakhstan - Playing the Egg game
Increased value in the customer experience - Axe 'Click'
A global communication strategy - Aspiration and value
Measuring consumer emotions and the brand experience - Towards better predictive programming
Generating engagement patterns - Capitalizing TM
Optimising strategic and tactical choices in the context of a major product launch - Renewing the original bonds
Let's put psychology back into Market Research (and marketing!) - Cognitive Neuroscience, marketing and research
Separating fact from fiction - DesignEffect
Measuring the future brand effect of graphic design - Snakes and ladders marketing
Understanding brand choice and relationships - Sonic Semiotics
The role of music in marketing communications - Foresight semiotics
Emerging patterns in US Hispanic acculturation - Bluetooth early adopters
Findings and understanding in Latin America - The dig
Is archaeology the new ethnography? - Breaking down barriers
Reconstructing market research for the 21st century - How to be a future shock absorber
Integrated market intelligence in the business strategy process - Truly, madly, deeply
Ethnography illuminates pharma - Right here ... right now ... Location specific mobile research
- Mind voyager
An interactive journey through the collective thoughts of a selected target group - Brand engagement
Teenagers and their brands in emerging markets - Foresight and Innovation. Integrating the people dimension
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