neuroscience
Segments are Convenient. They're Also Wrong.
10 min read
How neuroscience exposes the limits of demographic thinking in advertising.
Thomas Ramsøy
CEO & Chief Science Officer at Neurons
The Growing Need for Mystery Shopping
4 min read
AI, neuroscience, and design innovation are transforming mystery shopping from basic audits into predictive tools for real-world customer experience i...
Ruth Stanat
CEO at SIS International Research
Nudge Wisely: Predictive AI for Precision Impact
6 min read
Discover the art of behavioral science strategies that aim to influence consumer behavior. Learn how even the most well-crafted nudges can be overlook...
Thomas Ramsøy
CEO & Chief Science Officer at Neurons
4 Ways to Kill Your Brand (And How Neuroscience Can Avoid It)
4 min read
In the high-stakes world of marketing, understanding your consumers is paramount. But what if I told you that some of the most common marketing strate...
Thomas Ramsøy
CEO & Chief Science Officer at Neurons
Decoding Cultural Zeitgeist in 3 Simple Steps
6 min read
Picture a group of young children. As they start in life and through their early years, they assimilate. They strive to talk, act, and socialize like ...
Hunter Thurman
President at Alpha-Diver
Can’t keep my eyes off you: ATTENTION! Part Two
8 min read
Part One of this article addressed attention as it relates to the visual processing of marketing communications. Different kinds of visual attention ...
Ken Roberts
Chief Innovation Officer at Forethought
Moving Away from a Narcissistic Market Research Model
3 min read
Why are we still measuring brand loyalty? It isn’t something that naturally comes up with consumers, who rarely think about brand first, if at all. Ma...
Devora Rogers
Chief Strategy Officer at Alter Agents
Emotion: the Mandatory of Marketing – Part Two: Measurement
10 min read
First, a quick recap of Part One that focused on behavior. Emotion in marketing communication is pretty much universally regarded as a good thing. Th...
Ken Roberts
Chief Innovation Officer at Forethought
Kendall Rynders, Head of Consulting, 2023 Future List Spotlight
8 min read
Editor’s Note: The following interview features a Greenbook Future List honoree, Kendall Rynders. The Greenbook Future List recognizes leadership, pro...
Karen Lynch
Chief Programming Officer at Greenbook
Neuroscience in Market Research: Beyond the Hype
7 min read
In 2011, neuroscientist T. Sigi Hale PhD was principal researcher (known in academia as principal investigator) leading a National Institute of Health...
Hunter Thurman
President at Alpha-Diver
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
What Goes Around Comes Around: the Neuroscience Behind ‘90s Nostalgia
6 min read
The phenomenon of ’90s nostalgia viewed through neuroscience.
Mary Mathes
Director of Data Insights at Alpha-Diver
Still Crazy After All These Years: Neuroscience, Cultural Cycles, and 2022
3 min read
How the recent chaotic years are part of a recurring cultural pattern.
Hunter Thurman
President at Alpha-Diver
Getting It Right with Hunter Thurman of Alpha-Diver
20+ min read
The model-based approach helps to understand drivers of human behavior.
Gregg Archibald
Managing Partner at Gen2 Advisors
Eye Tracking Research is for Everyone!
6 min read
Innovations in hardware, software, and methodology have democratized eye tracking research for all.
Mike Bartels
Director of Marketing Research and User Experience at Tobii Pro North America
Complex Brand Questions Require Multi-Modal Market Research Approaches
3 min read
How Activision Blizzard used a neuroscience-based multi-modal approach to create a 360-degree picture of the evolving mindset of the esports audience ...
Devora Rogers
Chief Strategy Officer at Alter Agents
How COVID Has Molded Consumers’ Memories
6 min read
Memory is fragile and flexible, which presents challenges for consumer researchers, but also great opportunities for marketers.
James Forr
Head of Insights at Olson Zaltman
Two Faces Have I – One to Show, One to Hide
7 min read
There is minimal scientific evidence to support the most applied measure of emotion as a predictor of market performance.
Ken Roberts
Chief Innovation Officer at Forethought
Is Organic Web Traffic a Predictor of Brand Choice? – A Closer Look at Les Binet’s “New Way”
3 min read
Is Les Binet correct? Is organic search the one metric to use when tracking brand health?
Ken Roberts
Chief Innovation Officer at Forethought
Applied Neuroscience Outpaces the Growth Rate of the Industry by 3x
3 min read
The growing presence of neuroscience in market research.
Dr. Aaron
Founder & CEO at Sentient Decision Science
Taking a Stand: The Value of Neuroscience in Socially-Charged Advertising
5 min read
Using neuroscience for insights into socially-charged advertising messaging.
Nikki Westoby
Offloading Cognition: The New Behavioral Science Approach to Winning Customers
5 min read
How ‘cognitive offloading’ impacts the way your customers make choices
Jason Martuscello
Business Strategist at BEESY
Deeper Insights, ROI and the Future of Consumer Neuroscience
4 min read
Consumer neuroscience proving worthy for deeper insights and greater ROI
Dr. Carl
Chief Neuroscientist at Nielsen Consumer Neuroscience
Mind Blowing Facts From The “New Sciences” That Will Change The Way You Work
5 min read
Find out how personal well being impacts not only your health, but your company’s work culture.
Sharon Keating
Neuroscience and Marketing
9 min read
An interview with Professor Nicole Lazar on neuroscience and its role in market research.
Kevin Gray
President at Cannon Gray
My Adventures in Neuroscience Part 3: Answers!
6 min read
Lenny Murphy’s medical odyssey ends with a diagnosis and a crash course in mitochondria function and the wonders of CoQ10!
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
The IIeX Nonconscious Forum 2016: Politics, Emotion, and Technology
6 min read
The IIeX Nonconscious Forum event was a 2-day exploration of implicit measures and behavioral economics in the Consumer Neuroscience space.
Ken Raj
Senior Manager - Client Neuroscience Services at Merchant Mechanics Inc
Expressing Doubts About Neuroscience
3 min read
Recent findings have created serious doubts and cast aspersions on neuroscience.
Steve Needel,
The Restless Resting State, and Why Brain Scanning is Still Valid
7 min read
Is brain scanning data invalid? Thomas Zoëga Ramsøy shares some perspective on the intended killing of fMRI.
Thomas Zoëga
Chief Executive Officer at Neurons Inc
Clearing the Misconceptions About Neuroscience
7 min read
As an advocate and practitioner of applied neuroscience, I want to address some misunderstandings of what consumer neuroscience is.
Elissa Moses
Chief Executive Officer - Neuro & Behavior Science at Ipsos
Paradigm Shift: From recall to occurrence
5 min read
Tim Rotolo discusses the challenges of recall-based feedback and the benefits of remote user testing.
Tim Rotolo
How Brands Really Grow 3: Brands in the Brain
5 min read
Whether consciously or unconsciously, our brains are modified whenever information passes through them.
Jan Hofmeyr
Chief Researcher at Kantar TNS
Separating Neuroscience from NeuroHype
8 min read
How do we, with respect to neuroscience, separate the wheat from the baloney? Here are several tips and resources.
Kevin Gray
President at Cannon Gray
Unconscious Processes that Produce Brand Recognition: The Physics Behind the Brand
4 min read
Understanding how basic sensory information is transformed by the brain is critically important for structuring a marketing campaign.
Matthew Gerhold
Predictions for 2015 by Dave Sackman of LRW
4 min read
At the midpoint of this decade, it’s a good time to look backward and forward to 2020. I see an exciting time for our industry.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Can Neuroscience Save the Market Research Industry?
3 min read
We are on the cusp of cracking the unconscious, and accelerating market research into a new dawn of innovation, creativity, and relevance.
Allan Fromen
Michelle Adams’ 2 Minute Review of NIMF (Nonconscious Impact Measurement Forum)
9 min read
Michelle Adams of Marketing Brainology gives a great summary of the recent Nonconscious Impact Measurement Forum.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Brain Scans, Cultural Popularity And Sample Sizes
5 min read
A new study demonstrates how a small sample of brain scanned participants can predict popularity at the cultural level.
Thomas Zoëga
Chief Executive Officer at Neurons Inc
Thomas Zoëga Ramsøy’s Introduction to Neuromarketing and Consumer Neuroscience
6 min read
An Introduction to Neuromarketing and Consumer Neuroscience – the most thorough, yet accessible, introduction to the field yet written.
Steve Genco
Day One at IIeX NA 2014: Virtual Reality, Mexican Food and More
3 min read
Day 1 at IIeX NA was packed full of research goodness, from the exceptional speakers to the wide diversity of research minds in attendance.
Isaiah Adams
Client Account Analytics Director at Optimization Group
The Newest Research Technologies Need Solid, Traditional Thinking Toward Their Use
5 min read
New techniques tempt us to use them, and in so doing invite the purpose-process disconnect. Let’s take the time to choose them correctly.
Paul Conner
Key Learnings From IIeX Europe
7 min read
Ray Poynter offers a review of the inaugural #IIeX Europe event and how the conference series will fit in with other industry conferences.
Ray Poynter
Chair of the Professional Standards Committee at Esomar
My Adventures In Neuroscience: Part 2
3 min read
Last year I posted about my very personal adventures with neuroscience. Here is a brief update for those interested.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Can Neuromarketing Get Its Groove Back? Part 2
8 min read
Here are four strategies neuromarketing needs to pursue to win over the huge market of still skeptical mainstream research buyers.
Steve Genco
Beware The Brain-Science Backlash
6 min read
There is considerable backlash towards neuroscience. However, neuroscience will point the way to greater self-knowledge for the human race.
Dr. David
Do People Connect With Brands At An Emotional Level?
5 min read
Emotional engagement with brands is much less prevalent than many marketers assume.
Neal Cole
Facial Imaging: The “Big-Data” Solution for Emotion Research?
5 min read
The really big news is not so much how well facial imaging measures emotion, but how many people and how much emotion can be measured.
Alastair Gordon
Managing Partner at Gordon & McCallum
A Patch, A Niche, A Disruptor & Something Over The Horizon
2 min read
In a new white paper posted on VCU, Ray Poynter looks at key disruptors for the MR industry.
Ray Poynter
Chair of the Professional Standards Committee at Esomar
Is The Term “New MR” Still Meaningful?
5 min read
Has the term “New MR” effectively lost its meaning as New MR practices seem to have become firmly part of the mainstream?
Edward Appleton
Director Global Marketing at Happy Thinking People
Big Data, Neuroscience and, Yes, Dead Salmons
3 min read
Researchers reported that they could find brain activation during interspecies social interaction – in a dead salmon.
Thomas Zoëga
Chief Executive Officer at Neurons Inc