Gemma Calvert (Founder of Neurosense Limited) talked about how we can better understand the consumer and the challenges that neuromarketing faces: validity, scalability and integration with mainstream market research. After showing what happened in the research area over the last year, she presented a case study of a research on cleaning products that used both conscious explicit and subconscious implicit responses from consumers. Gemma Calvert also talked about green neuromarketing and cross-cultural neuromarketing.

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