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Decoding the Irrational Consumer

How to Commission, Run and Generate Insights from Neuromarketing Research

Become neuro-literate by understanding the key principles behind behavioural science and how to use them to decipher the customer.
EAN: 9780749473846
Edition: 1
Format: 234x156
224 pages

About the book

Decoding the Irrational Consumer is written to help marketing practitioners demystify neuromarketing, a relatively new field of marketing research used to understand consumer response to marketing stimuli.

Decoding the Irrational Consumer presents in plain terms the key theoretical tools required to implement neuromarketing studies and achieve desired research outcomes. Marketers and researchers will learn how to effectively and confidently brief data processors, and confer with neuroscientists and technicians. They will gain keen understanding of recent developments in behavioural science and data-processing technology, as well as sophisticated neuromarketing tools used to understand subconscious responses including behavioural economics, eye-tracking, implicit response measures, and facial coding. The author discusses when to apply these techniques and others, how to combine them effectively and how to correctly interpret resulting data to generate valuable insights that aid in decision making. The book is also suppotrted by an online guide for students and lecturers with helpful chapter summaries.

About the authors

Darren Bridger works as a consultant to marketers, advising on using and analysing data that tap into consumers' non-conscious thinking and motivations. He was one of the original pioneers of the consumer neuroscience industry, co-founding both the world's first full-service agency, Neuroco, and the first agency dedicated to serving the public relations industry, MindLab International, then joining the world's largest agency, Neurofocus, as its second employee outside of the US.

A rare gift to marketers and market researchers. Darren opens up the neuromarketing toolbox and shines a bright light inside, explaining in clear language not only how these tools work, but why they work, and why they will change the practice of marketing forever. An indispensable guide for both beginners and experts, from a true pioneer in the field.

Steve Genco, author, speaker and advisor at Intuitive Consumer Insights