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How can neuroscience
power performance
marketing?
Neuroscience isn’t a silver bullet
There are lots of things you don’t need it for
But it has two areas of unique strength….
It removes the need for conscious response…
…. and helps probe media and context effects
Moving beyond
conscious
response
We can’t always say what we think
For example….
For example….
Our real responses are subtle
Or sometimes not so subtle
You won’t get all that from asking people
But it’s not just what we see; it’s how we see it
Probing media
and context
effects
We simply don’t know how context affects us
And yet it’s absolutely fundamental
Sound quality has a huge sensory impact
+ 42%
Different platforms work in very different ways
+ 51%
Screens elicit particular brainstates…
+ 48%
…and the interaction between them is crucial
+ 23%
Our brains can cope with all this very well…
…it’s just our means of measurement that can’t
Neuroscience isn’t the only solution…
… but it has a growing role in a complex world
Thank you
Any questions?