Friday March 15, 14:00 - Main Stage
How can vendors make better recommendations? And how can clients ask better research questions? A common vocabulary and understanding is key, argues Brendan Murray. Because misconceptions about basic neuroscientific principles affect how vendors design and think about their studies, and how end-clients interpret and disseminate findings.
Rather than going through a jargon list, Brendan uses
real-world client cases to demonstrate the importance of a common vocabulary. His
review of basic principles offers a new framework to help researchers and
client think and talk differently about neuromarketing research.
What the audience can learn:
- How to discuss your business needs in a way that everyone's aligned
- Confidence and understanding of the strengths and limitations of neuromarketing
- How to think about research in a way that leverages what neuromarketing can do best