neuroscience | The Account Planning Group

Science and consumer thinking evolve. New models emerge explaining how and why consumers do the things they do, and new techniques arise to better understand them. But there’s still no real consensus: if anything, there are more views than ever as to what makes us all tick.

We assembled a panel to discuss the ins and out of the various ways to understand consumers:

John Kearon – Chief Juicer at Brainjuicer
Gemma Calvert – Founder of Neurosense
Mark Earls – Herdmeister
Rory Sutherland – IPA President
Nick Southgate – IPA Behavioural Economics consultant

Head, Heart or Herd: How best to understand the consumer, Part 1 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 2 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 3 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 4 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 5 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 6 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 7 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 8 from accountplanninggroup on Vimeo.

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As we understand more about how human beings really work, old ways of thinking are challenged and new models and methods to understand consumers emerge. Neuroscience is a field which has produced such leaps in understanding over the past decade – yet at the same time has led to heated debate amongst advertising and marketing practitioners. But how much do you really know about developments in neuroscience?

Gemma Calvert has a unique career blending an academic background in Psychology and Brain Imagery with years spent in the marketing industry. She has over 15 years experience in the commercial application of modern brain imaging methods for marketing and manufacturing, and set up her company Neurosense in 1999.

Gemma talked to the APG about the theory and application of neuroscience, particularly in the area of brands and marketing, and helped us get up to speed with the latest learnings and developments.