Can neuroscience offer more certainty that your advertising pushes the right buttons?

The ability to predict consumer behaviour using neuroscience techniques is much greater than that shown by self-report methods. Neuro research may be useful to test the likely effectiveness of a campaign. But there are caveats.

Neuroscience offers very powerful methodologies, but it cannot answer all advertisers’ questions with any single method. Insight into neuroscience techniques is necessary to make good research investment choices and to be able to properly understand the outcome of the investment. It is worth the effort as neuroscience technologies offer marketers tools for designing effective campaigns and predicting success.

(source: Silvia Dalvit and Jane Leighton, Admap, February 2011, pp. 12-14)

Since October 2010, Sanoma Media Netherlands is using neuroscience techniques to gather - next level - consumer insights (media consumption, effectivity of campaigns, consumer oriëntation- and purchase-proces). More of our 'Mediabrain' project in this video (in Dutch):

"The conscious mind seeks answers to why, the unconscious mind knows why."