Affiliation:
1. BrainGroup Global, USA
2. Dartmouth College, USA
Abstract
This chapter examines the advent of the neuromarketing revolution, which over the past 10 years changed the way market research is conducted worldwide to include nonconscious measures in everyday studies. It required a form of technology transformation as traditional researchers and marketers came to accept that nonconscious response and emotion are critical in driving brand perceptions and behaviors. Moreover, it demanded a steep learning curve for understanding and adopting new types of scientifically driven methodologies such as EEG and Biometrics. Now with experience and extensive research by academics and practitioners, neurometrics are considered of high value for understanding consumer response and of great potential value for improving prediction leveraging AI and machine learning.
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