Unlocking your hidden desires
Today market researchers use modern brain-scanning tools to measure adverts' effectiveness. Gemma Calvert of scanning company Neurosense explains why:
'In the UK, 3 out of 4 new products fail once they reach the market. By studying the brain directly, we can help marketers predict which of these products or brands consumers will really like and which ones they will buy.'
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| Forward | Scientists investigate how brain activity changes when people switch from watching TV programmes to adverts.
Gemma Calvert |
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