Best of 2016: Neuroscience

Marketers are interested in applying neuroscientific learnings to a growing range of activities – be it segmentation, touchpoint optimisation or media planning – according to their reading habits on Warc in 2016. The neuroscience-based paper which attracted the most downloads among Warc’s subscribers over the year as a whole was entitled, How neuroscience can make segmentation and understanding purchase behaviour easier. In this article, Dr. Peter Steidl – Principal of strategic consultancy Neurothinking – breaks out two broad types of goals that are typically pursued by consumers. “Temporary” goals, he reports, are epitomised by feeling hungry after smelling fresh bread. “Fundamental” goals, by contrast, are “driven by dedicated brain circuits” and fuel long-term behaviour, so are vital for brands to consider. Alongside helping marketers formulate better strategies, neuroscience can determine…


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