Endows practitioners with all the key conceptual and theoretical tools to take control of understanding subconscious responses and become neuroliterate Covers behavioral economics, eye-tracking, implicit response measures, facial coding and other research tools which can measure and illuminate irrational drives Aligns with new understandings in behavioural science and developments in data-processing technology to meet the demand for new insights into decision making
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*
"A must read for any company or individual who wants to understand
the potential of this new approach to marketing and retailing.
Packed with interesting facts and ideas, it provides a first-class
introduction to a complex and often misunderstood and miss sold
technology. Well researched and referenced it combines academic
rigour with an easy to understand style that will appeal to a wide
readership."
*Dr. David Lewis, Chairman of Mindlab International and author of
The Brain Sell*
"A great introduction for the total newcomer to the subject as well
as providing an essential reference resource to the more involved
professional or academic. If you are in any way involved in
marketing, advertising or any promotional activities then you
should strongly consider this book."
*Darren Ingram, Darren Ingram Media*
"A new and positive phase in the evolution of neuromarketing theory
and practice ... If you are serious about neuromarketing research,
either as a buyer or a provider, you should have this book on your
(physical or virtual) bookshelf."
*Steve Genco, Intuitive Consumer*
"The valuable feature of the content of this book is that the
author not only details the tools used nowadays in neuromarketing
research, but he also offers basic principles of neuro-testing that
should be respected by any researcher, in terms of recruitment and
cultural differences, benchmarking and normalizing, understanding
the differences between a controlled environment such as a
laboratory, online and real-world testing and also sets a few
interesting points that should be considered in such experiments.
The book opens the neuromarketing toolbox a little more to the wide
audience, as it introduces the main theories that forms the base of
this field of research and then presents each tool, the ideas that
make it work and what can be done with it."
*Neuromarketing Theory & Practice Magazine*
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