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?
Should researchers be replacing conventional tools with neuroscience – or would that be throwing away good practices, painstaking validated over decades, in the pursuit of the newest and latest scientific toy? (RW June 2010)