Inside NeuroFocus

Somehow, one might expect the most prominent neuromarketing firm to have more ostentatious offices than a modest two-story building nestled in a mixed-use Berkeley, CA neighborhood. A skateboard park is across the street, and neighboring businesses include discount outlets and small industrial firms. Much like our skulls, though, the exterior of the Neurofocus HQ conceals [...]

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Virtual Supermarket

One of the challenges facing marketers is the difficulty in predicting real-world behavior from data captured in less than real circumstances. A horizontal, immobile subject surrounded by a claustrophobic, noisy fMRI tube might reasonably be expected to behave differently than one walking around a retail store, for example. While EEG caps and wireless transmitters have [...]

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Virtual Market Research

One problem I have with conventional market research is that people aren’t very good at predicting their own behavior (or explaining their past behavior). While market researchers can be reasonably accurate in collecting factual data, getting people to say what they would do in a particular situation is a lot more difficult. European research into [...]

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