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 …

Trying to tap the U.S. Hispanic market?  Don’t underestimate the influence of children in Hispanic households, Doug Anderson, Vice President, Research & Development, Nielsen Consumer Panel Services, writes in the October issue of Nielsen’s “Consumer Insight” online newsletter.
In households where adults speak English less well, children often wield significant influence on purchase decisions, from choice of category or brand to playing the role of negotiator with vendors, Anderson notes.  Overall, two-thirds of the Hispanics in the U.S. who speak only English are children.