Focus groups have been a staple of marketing strategy since the earliest days of communication. But while our media channels have expanded and evolved, our research methods remained the same.
MOD and the Wharton Neuroscience Initiative have embarked on a joint venture to evolve marketing research with neuromarketing. While traditional focus groups can be influenced by everything from hunger to racism to groupthink, neuromarketing captures neurobiological, physiological, and behavioral data to ensure results are as accurate as scientifically possible.
This session will reveal the issues that exist with current focus group methodology, and help to illuminate the potential that lies ahead for clients and brands that embrace technology not just in their marketing, but in their strategy.