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Background note
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Reference no. 520-0028-5
Subject category: Marketing
Published by:
INSEAD (2020)
Version:
03/2020
Length:
19 pages
Data source:
Published sources

Abstract

'The Neuromarketing Toolkit' provides an introduction to the nascent field of neuromarketing for interested practitioners and participants of MBA and executive education programmes. It begins with an overview of why and when neuroscience can be useful as a market research method, what tools exist, and what they can bring to the table. The background note also offers guidelines on how to launch a new neuromarketing research project, as well as common pitfalls to avoid, using real world examples to illustrate best practice.

Topics

Neuroscience; Neuromarketing; Market research; AI; Prediction; Consumer neuroscience; FMRI; EEG; Eye-tracking; Facial affect encoding; Skin-conductance; FNIRS; Research standards

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