How Using Neuroscience Techniques Can Help Understand The Consumer's Mind

Market insights professionals are tasked with understanding how consumer preferences and emotions play a role in their decisions and influence their choices. However, these factors typically occur within the subconscious part of the brain, an area that traditional research methods can't reveal. Neuroscience techniques have the ability to gain access to this powerful part of the mind and provide unique insights into a consumer's subconscious motivations, emotions, and cognition. This set of techniques can serve a niche but valuable role in the research process, in combination with traditional research methods. Market insights professionals need to understand the benefits and challenges of neuroscience techniques before they add this to their research mix.