Agile Neuroscience Uncovers More Holistic Insights
The way we conduct certain types of research has changed significantly over the last year. The pandemic has pushed many researchers and marketers to explore innovative ways of generating insights when the usual avenues are closed. Alter Agents CEO Rebecca Brooks explores one of these methods in detail in her latest article for Forbes, titled “How Agile Neuroscience Helps Uncover Holistic Consumer Insights.”
Agile Neuroscience Goes Deeper
Agile neuroscience measures the body’s physiological responses in order to show what’s going on in the consumer’s brain. Rebecca writes, “It sounds complicated, but I promise it’s quite intuitive.” Alter Agents has used the Immersion neuroscience platform to provide insights for several recent studies, including with Snapchat, Activision, and Audacy. It has helped these clients understand “subconscious drivers of behavior and decision-making processes.”We blend the neuroscience portion with more traditional qualitiative and quantitative methods to gain an “holistic understanding of audience sentiment and behavior.”
The Benefits of Agile Neuroscience
In the article, she outlines several benefits of seeking this granular level of understanding. Neuroscience can reinforce or contradict self-reported data, such as that collected from a quant survey, in order to clearly indicate if more research is needed before making critical business decisions. It can also give a window into hidden emotions that consumers can or will not tell us in a survey, and help to prove marketing value by illustrating audience engagement and acceptance levels.
Rebecca concludes her article with “In an ecosystem that is promoting and prioritizing data, brands and marketers must make sure they have a 360-degree view of key audiences. This means employing research methodologies that provide multiple perspectives surrounding consumer behavior and sentiment. Agile neuroscience is one technique that can help us gain the deep understanding we need of an increasingly complicated marketplace and consumer.”
This is the type of innovative market research that our team thrives on. We’d be happy to leverage it for your business.
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