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Decoding the Irrational Consumer

Consumer trends have increased the pressure on marketers to understand what drives apparently irrational, emotional and non-conscious consumer behaviour. But how do you commission, run and generate insights from neuromarketing research? Our free sample chapter from Decoding the Irrational Consumer introduces the irrational consumer, explaining that 

  • consumers' irrational thinking comes from our energy-saving, non-conscious mode of thought
  • asking questions can be of limited value in understanding non-conscious thinking
  • market researchers need to adopt a new range of techniques for measuring non-conscious responses
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