Neuroscience practice to offer research insights

Millward Brown has established a Neuroscience Research Practice that will leverage six years of research and development into the application and benefits of applying neuroscience to market research.

The practice will integrate neuroscience techniques into the company's existing research offers, including pre-testing and brand tracking, as well as develop new neuroscience-informed solutions.

The company said clients will benefit from deeper insights about their brand, media and communications strategies.

Millward Brown added that neuroscience is most useful when it is combined with existing research practices rather than used in isolation.

This ensures that marketers gain the depth of insight that explains why people react in a certain way, without throwing away existing good practices.

Millward Brown's Neuroscience Practice will use a range of methods used by neuroscientists and cognitive psychologists, which infer people's responses without asking direct questions.

These include: brainwave measurement (EEG); eye-tracking (understanding the focus of visual attention within campaigns); and implicit association measurement (understanding the associations and emotional response generated by brands or ads).

All Millward Brown techniques have been developed to be practically applied to quantitative research and utilised anywhere in the world, rather then just in small-scale laboratory environments.

Back to top