Deliberately distracting survey participants isn’t generally good research practice. And people investigating shopper behaviour don’t often start by spraying a store with perfume But these are a couple of the techniques Tom Ewing and the team at BrainJuicer have been using to test System 1 modes of decision making.
Inspired by a lunchtime face-off, regular contributor Anna Peters and several colleagues discuss the pros and cons of neuromarketing. Can the discipline provide greater insight or is it too early and expensive to provide real value?
Research buyer and regular contributor, Kyle Nel, questions whether researchers are predicting consumers well. Are there methods out there that can help us and are we using them enough?