For a long time now, I’ve thought focus groups, questionnaires, exit surveys, etc., have been fairly full of crap…

…and it was reassuring for me to read a book that settles it, scientifically.
Martin Lindstrom, author of Buyology, one of the world’s most respected marketing gurus, uses fMRI (Functional Magnetic Resonance Imaging) to verify how people really feel when subject to different forms of advertisting, TV Shows, and so on.
Basically, fMRI measures the parts of the brain that respond showing when some feels happy & content, fearful & upset, along with all of the emotions in between.
Applying the study of fMRI (and similar technologies) to marketing is called neuromarketing.
In Buyology, I learned that:
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