ABSTRACT
Neuroscientific methods and tools can be used to discover unique and useful consumer insights. This chapter provides an overview of the various uses for neuroscientific methods for consumer research. It outlines key neuroscientific methods and tools, including functional magnetic resonance imaging, electroencephalography, various biometric methods, transcranial magnetic stimulation, transcranial direct current stimulation, and neurogenetic association approaches. A key consideration with neuroscientific methods is that each one provides different neurophysiological information. Like other neuroscientific methods, biometrics is often used in studies to capture unconscious responses that cannot be captured with traditional marketing research methods. The most common biometric methods are: electrodermal activity, facial coding, heart rate monitoring, and eye tracking. Heart rate monitoring uses an electrocardiograph machine to obtain real-time measures of arousal, attention, cognitive effort, or physical effort. With continued improvements in neuroscientific technologies, as well as data analytics techniques, there will be greater adoption of neuroscientific methods.
