Research methods from neuroscience, such as brain imaging (fMRI), can provide valuable consumer insights. One of the most promising methods is neuroforecasting, which is akin to conducting a focus group but uses consumer brain activity. This approach can help us understand how we make choices and forecast markets. To learn more about consumer neuroscience, see here!
Genoeconomics
Our behavioral tendencies (e.g., personality, preferences) are the product of our genes and the environments we encounter from birth. With large-scale genetic and epigenetic data becoming more available, we are beginning to understand how our genes and evolutionary ancestry influence consumer behavior. For my paper on how biological aging and epigenetics can revolutionize the future of marketing, see here.
Digital Engagement
Why are we all so addicted to our phones? The digital world demands our attention, and marketers use a smorgasbord of strategies to attract and retain us. These ‘engagement strategies’ are pervasive, but understanding how and why they work requires us to dig deeper into the psychological mechanisms underlying the consumer’s mind. Check out our neuroscience guided theory of digital engagement here.
