12 January 2006

Is That a Neuromarketer in Your Brain?

An expert on customers explains why appealing to simple human emotion beats neuromarketing in the race to revenue. And he has the pictures to prove it.

A GMJ Q&A with John Fleming, coauthor of "Manage Your Human Sigma" (Harvard Business Review, July-August 2005)
Some marketers think that by using high-tech neurological equipment that traces brain activity, they can learn what makes consumers tick and create more successful ads. Setting aside its Big Brother implications, does neuromarketing even work? Marketing expert John Fleming, who has spent many hours reviewing the brain scans of Japanese shoppers, isn't so sure.
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See also
Experimental Detail from The Neural Basis of Brand Addiction: An fMRI Study
Marketers: Don't Ignore Your Company's Employees
Manage Your Human Sigma
The Constant Customer
Living the Brand

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

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