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What is Neuroscience?

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.

First published on CBS News

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