What do your customers really think about your brand?

Insight into customer response is something brands spend huge amounts of time and money chasing. Market research, focus groups, silent and social media audits – all ways to better understand how customers feel about and respond to our products, advertising and marketing materials. But do you ever wonder if there’s a more accurate, scientific way…?

Proctor & Stevenson partnered with Neurosense – a company that applies neuroscientific techniques to see inside the consumers’ minds – to share the secrets of this fascinating new area of market research with our clients.

The team joined Proctors – and clients from every sector – for an interesting, insightful presentation at Jurys Hotel on 17/03/2010. Unfortunately, some of you were unable to join us at the live event, but as promised, we filmed everything so you needn’t miss out on the insight shared.

In this video, Neurosense demonstrates the workings of the human mind in a way you have may not have experienced before. Through a series of manual tests they show us that the brain doesn’t make ‘honest’ verbal decisions – especially where choice is involved. We play tricks with ourselves when answering questions as there are many other influences that affect our decisions.

Now I’m no Professor of Neuroscience – and the video explains in greater depth – but perhaps you’re curious about what can be discovered and how?

To give you a taste, Neurosense describes its work as using applied neuroscience to see inside the consumer's mind. This provides marketers with accurate and actionable insights into their customer's cognitive engagement and emotional impulses.

It achieves this by using a number of neuroscience techniques – one being a version of normal MRI scanning equipment, although adapted for the purpose of allowing the Neurosense team to see changes inside the brain. Data harvested, when analysed as a response to stimuli, allows insight into the powerhouse of thought and emotion – the human brain.

Fascinating stuff isn’t it? And the 40-minute video offers a much more comprehensive insight – simply press play above to begin.

Neurosense’s techniques can be applied across multiple industries and sectors. If you’d like to talk about research and how we can help you find out more about your brand with Neurosense, please don’t hesitate to call me on 0117 923 2282 or contact me by email.
 
 
Words – Jess Ellis
Pictures – Luke Waterman