Best of 2015: Neuro goes mainstream

Falling costs and credible research results are pushing neuromarketing into the mainstream, according to an analysis of the most-read Warc papers on the topic in 2015.A chapter in Warc’s Toolkit 2015 report addressed the momentum building behind neuroscience-based research, and was the top neuro paper on Warc for the year. Research in 2015: Neuro goes mainstream highlighted the growing body of best practice around ad testing, which remains the leading application for neuromarketing techniques.Brands should take a test-and-learn approach to neuro techniques, identifying where their current ad research is falling short, the article advised.In second place was an article penned by Vicky Bullen of brand design agency Coley Porter Bell. In Perfect design through neuroscience, she outlined some of the ways in which brands can use the visual nature of…

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