Actions and Detail Panel
Neuroscience - Why People Buy
Wed 17 May 2017, 18:00 – 20:30 BST
Join us for this fascinating talk and networking event.
Cash bar opens at 6pm.
Nikki, Director of Neuroscience at Nielsen Consumer Neuroscience, will introduce us to the way brands use these techniques to hone their products. She will give us some background into how the conscious and subconscious brain works, this will be followed by a live demonstration of how the equipment is used with a look at the results on screen.
Consumer researchers have been faced with a limitation: traditional research techniques can only probe what is conscious in consumer’s minds. Most consumer decisions are made at the subconscious level: from buying houses to teabags, a person’s subconscious ‘gut reaction’ will guide their behaviour. Neuroscience allows researchers to begin to understand consumers’ subconscious reactions to products, brands and advertising. By measuring the brain’s neural activity it is possible to gain deeper insights into consumer behaviour.
Introducing Nikki Westoby
Nikki is the Director of Neuroscience at Nielsen CNS, the market leader in bringing neuroscience to the world of advertising, messaging, packaging, and product development. Nielsen CNS clients include Fortune 100 companies across consumer package goods, food and beverage, financial services, automotive, and retail sectors. Nielsen CNS leverages academic expertise in neuroscience and marketing from Berkeley, MIT, Harvard, and Oxford University. For more information, please visit www.nielsen.com