There are many things consumers can’t tell us about how they make their decisions. This is because the way humans perceive and assess an offer relies on very complex brain networks that involve not only our conscious mind, but also our emotions and even our most primitive instincts.
That’s why understanding what’s happening deep inside the consumer’s brain is crucial for any company wanting to control its positioning. The way in which the design of a product is perceived emotionally or how a message is processed and stored in memory will have both an immediate impact on sales and a long-term impact on brand identity.
This is why Brain Impact has chosen to specialize in conducting market research exclusively using fMRI, the only technology that offers access to every region of the brain involved in the decision-making process, including the limbic brain.