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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