How to nail applied neuroscience

In a world where consumers have become accustomed to a best-in-class user experience, gorging themselves on the personalised recommendations and frictionless worlds of Amazon and Netflix, many companies are being forced to implement customer-driven digital transformation to survive.

To get closer to their customers, some companies are starting to recognise they need to understand the consumer’s mind better and are using the tools of neuroscience to understand what makes people buy.

Customer-driven digital transformation

To do this, businesses are turning to neuroscientists to augment what they can glean from traditional research.

Cristina Balanzo, director of Walnut Unlimited, which calls itself a human understanding agency, says: “What neuroscience is providing are complementary insights. It is an additional layer of understanding that it is needed to have a full picture so these companies need to change behaviours and shape attitudes.

Read more on how to use neuroscience to understand your customers.