My review

rating: 4 of 5 stars
This is an interesting book to read. It started a more technical and objective way to measure consumers’ reaction to brands and marketing campaign. I believe the statement in the book that human beings are often poor reporters of their own actions. This has been proved in many other research area like psychology, linguistics, etc. At least the fMRI type of measurement is a very good complementary method, if not a better replacement, of normal marketing survey.

However, the more accurate the neuromarketing can gauge our brain, the more legislative enforcement should be put on marketing to prevent manipulative or deceptive marketing campaign.

A related topic this good combination of neuro-science and a domain research suggests some valuable opportunities in other domains like computer software usability research. UX researchers always said the user made the sense out of our UI and they got how to use it. But really? Shouldn’t they obtain some more objective measurement like fMRI. Eye tracking is a good step into this, but this still doesn’t fully describe their perceived evaluation of the overall experience of the software product yet.

View all my reviews.