Neuroscience in practice - Traditional research methods measure respondents' conscious, reflective response to questions. This might not tally with their instinctive, unconscious response, which may be a more accurate indicator. Through neuroscience, we can determine how people really respond, not how they think they should respond. This month's Focus examines how neuroscience can be used to ...
| Year of publication: |
2013
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| Authors: | Noble, Thom ; Smith, Michael ; Calvert, Gemma ; Wright, Ron ; de Balanzó, Cristina ; Bailey, Pippa ; Plank, Mathias ; Jaatma, Mihkel ; Marci, Carl ; Barden, Phil ; Smith, Duncan |
| Published in: |
ADMAP : for decisionmakers in advertising, marketing, media, planning & research. - London : Reed Publ. Serv., ISSN 0001-8295, ZDB-ID 10488297. - 2013, p. 28-45
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