How to Integrate Neuroscience into the Creative Process?
Thursday March 14, 13:30 - Main Stage
Creative industries - never the biggest fans of market research - have tended to merely observe neuro-tools, instead of using them. Over more recent years, creative early-adopters began to experiment themselves in ad hoc testing & learning with neuro-tools to explore their potential value. We are now witnessing a new milestone in the evolution of neuro-creativity; the deeper & more systematic integration of consumer neuroscience into both agency ethos & development processes.
Thom Noble showcases how three leading creative agencies integrated neuroscience in their daily operations.
What the audience can learn:
• Building neuro-literacy as a core creative competency
• The requirements to adopt validation methodologies
• How agencies convince their clients with the integration of neuroscience
Thursday March 14, 13:30 - Main Stage
Creative industries - never the biggest fans of market research - have tended to merely observe neuro-tools, instead of using them. Over more recent years, creative early-adopters began to experiment themselves in ad hoc testing & learning with neuro-tools to explore their potential value. We are now witnessing a new milestone in the evolution of neuro-creativity; the deeper & more systematic integration of consumer neuroscience into both agency ethos & development processes.
Thom Noble showcases how three leading creative agencies integrated neuroscience in their daily operations.
What the audience can learn:
• Building neuro-literacy as a core creative competency
• The requirements to adopt validation methodologies
• How agencies convince their clients with the integration of neuroscience