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Report nielsen Integrated Consumer Neuroscience

From Theory to Common Practice: Consumer Neuroscience Goes Mainstream

How advances in neuroscience are enabling marketers to dig beneath consumers’ conscious responses to advertising, to measure their true emotional response

On a typical day the average consumer may be exposed to thousands of commercial messages, but what separates effective advertising from that which fails to deliver a return on investment? Recent research suggests that effective advertising succeeds when eliciting an emotional response from consumers, but this can be challenging to measure. Measuring emotion in advertising is challenging, but it’s become imperative for brand managers to find tools that dig beneath consumers’ conscious responses to advertising, and instead measure their emotional responses.

Report Snap Shot

  • The emergence of consumer neuroscience and its methods 
  • Tools that measure observable behaviour, autonomic nervous system activity and brain physiology 
  • How laboratory observations convert into marketplace insights