Neuroscience is becoming more prevalent in market research. Global research agency Millward Brown now sees it as a key dimension to understanding customer attitudes and behaviour.
Graham Page is the Executive Vice President of their Neuroscience Practice. He says Neuroscience techniques should not be used in isolation. They need to work alongside traditional research methods such as focus groups and surveys. That said, for sizeable research projects it is possible to use the technique for quantitative studies.
In this edition of BTalk he highlights three Neuroscience techniques; brain wave measurement, eye tracking and reaction times. He also shows how Neuroscience was applied to measure attitudes to Julia Gillard and Tony Abbott in the run-up to the recent Australian election.
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Not much to be thankful for
FOMC minutes confirm they are looking at buying at longer end of curve. NAB’s Ray Attrill say that this will perhaps happen sooner than expected.
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Bank of Canada on pause, ECB unlikely to do the same
Markets have been waxing and waning on the impact of the Delta variant, says NAB’S Gavin Friend, so no surprise equities are struggling a little. Also, no surprise that the Bank of Canada didn’t cut bond buying, but its expected the ECB will do just that later on.
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Inflation, the next pandemic?
COVID is causing massive supply chain disruption. We’re told its only temporary, but what if it’s not?
