Part IV

Measuring Consumer Response with Neuromarketing

In this part . . .

Here, we look at the full spectrum of available market research methodologies, from the most traditional to the most cutting-edge. We explain how they work, what they’re good for, and when to use them. We begin with classic “self-reporting” techniques, in which people answer questions about what they think, how they feel, what they’ve done in the past, and what they expect to do in the future. Then we compare these techniques with newer neuromarketing approaches that monitor signals from the body and brain to identify emotional responses, motivations, and likely future behaviors of consumers.

Neuromarketing studies can be costly, so we devote a chapter to some inexpensive techniques that can be used by almost any business to gain a better understanding of customers, products, brands, and marketing efforts.

The final chapter in this part provides a checklist and guidelines for matching the most appropriate methodologies to your specific research needs.