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Concept Optimization for Today’s Marketer: Cost Effective and Fast

Issue: A company that was established in food-based nutritional products was having an internal debate. Would consumers welcome their brand in the realm of dietary supplements, particularly omega-3s? Would current supplement users have a reason to switch brands? And what equity elements should they carry over from their existing lines?

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Neuromarketing: A Flyover

You may hear some buzz about neuromarketing, or “System 1 Thinking,” an emerging approach to marketing research that combines three well-established disciplines of brain science to give a new perspective on human behavior and give insight into nonconscious decision-making:

  • Neuroscience – the study of the human nervous system
  • Behavioral economics – the study of how people make economic decisions
  • Social psychology – the study of how people think and act in the presence of other people
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