Understanding how the brain works is playing an increasingly significant role in marketing communications as marketers strive to improve the effectiveness of their advertising. Consumer neuroscience involves a range of different technologies aimed at measuring consumers’ brain activity in order to analyse subconscious reactions to advertising. These are difficult to…

  Emotion is not enough, says Heather Andrew When Cadbury’s drumming gorilla was unleashed in 2007, its soundtrack and surrealism allowed the confectioner to draw a line under its  salmonella scare, and boosted sales by 9 per cent. But an entertaining advert is not enough. The role…

Burberry: ‘Festive Film’, celebrating 15 years of Billy Elliot, features stars including James Corden. Burberry, John Lewis, Sainsbury’s and Harvey Nichols are widely judged to have scored Christmas hits with their festive ads this year. Neuro-Insight chief executive Heather Andrew takes a look at how our…

In recent years there’s been a dramatic increase in the range of measurement techniques available to advertisers but despite some of the most radical claims on the future of marketing, advertisers are a long way from being able to read minds. That said, many do now use sophisticated techniques such…