Neuromarketing is the hot new thing. And while it has some some remarkable applications for it as a means of gathering insight, there are problems as well.

The process employs several technologies to get a more honest answer to how people react to color, language, package design, etc. and to be fair, the process does just that. As Phil McGee, Director of Insights and Category Management at Campbell’s discussed when he was a Brand Show guest, neuromarketing is great way of measuring patterns of brain activity and seeing what behavior centers of the brain light up when exposed to different stimuli.

But the methodology has three main… read more.

First, a little background. Pretail refers to the sum total of shopping activities consumers do before they visit a retailer. It’s broad. It’s big. And it can be scary. With the Internet, there’s an incredible amount of information and an incredible number of ways consumers can access this information.

Now, let’s add another layer of complexity. In a perfect world, your goal as a business is simple: Before the cash register rings. Before the door opens. Before the car even pulls up. Before it all, the sale should already be made.

So. Knowing what we do about pretail – mostly that it’s large and ambiguous and unknown – and… read more.

Do you remember how you felt the last time you were shopping for soup? Chances are, you don’t. That’s because 95% of consumer decision-making is made below a conscious level. Campbell’s Soup recently utilized neuromarketing to understand consumer’s emotions toward soup and soup-shopping to better connect with shoppers.

Phil McGee, Director of Insights and Category Management at Campbell’s, talks to us about translating these insights to the shelf and how this cutting-edge… read more.

It may sound like science fiction, but mobile devices that interpret human feelings could hit retail shelves before the big screen thanks to innovators like Wendy March, Senior Researcher in the People and Practices Group at Intel. Wendy talks to Two West host Ryan McNeil about the process of designing gadgets fit for James Bond himself. Formally with IDEO, Wendy creates product concepts that… read more.

Ethnography in business continues to gain momentum as a valued strategic tool. Our guest noticed this trend and created a conference specifically for Ethnographers in the corporate world. Ken Anderson, Senior Researcher at Intel and Co-founder of EPIC, speaks with us about the creation of the conference and a little about his own experiences at Intel.… read more.