Review: The Buying Brain: Secrets for Selling to the Subconscious Mind by A. K. Pradeep
The world of neuromarketing seems to be shrouded in mystery. There are no university studies that prove one can improve advertising effectiveness or design better products using brain scans or biometrics. Virtually all of the neuromarketing research to date has taken place within private companies, who tend to release few details of their work both for competitive reasons and to protect client relationships. So, it was with great anticipation that I readThe Buying Brain by NeuroFocus CEO, Dr. A. K. Pradeep. NeuroFocus, a unit of Nielsen, is the largest provider of neuromarketing services.
Readers will derive two main benefits from The Buying Brain. First, they will gain a much better understanding of how neuromarketing studies are conducted and the rationale for reaching conclusions about advertising effectiveness. Dr. Pradeep doesn’t reveal the detailed analytical techniques employed by NeuroFocus, but does give readers a good sense of the techniques used and metrics employed.
The second benefit is the actionable advice Pradeep offers based on the wealth of data accumulated by NeuroFocus. Even marketers who don’t have the budget to hire a neuromarketing company can apply the recommendations in The Buying Brain. Specific chapters address selling to Boomers, Men, Women, and “Mommies,” while other chapters look at findings related to advertising, branding, retail selling, product design, and packaging.
Continues @ The Buying Brain by A. K. Pradeep | Futurelab
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