Neuroscience has a surprise for marketers: the way we are neurologically wired can actually prevent us from accurately reporting what we really think and remember, when asked.
Writing in the January issue of Nielsen’s “Consumer Insight” online newsletter, Palak Patel of NeuroFocus Inc., explains that the real truth lies beyond the reach of typical consumer research methods, like surveys and focus groups — in the subconscious mind.
According to Patel, answers are essentially corrupted information — biased by the conscious mind, which is influenced by everything from what language you speak to …