Deepak Varma will present new applications of neuroscience to market research in advertising and branding. He will briefly review the roles of implicit (System 1) and explicit (System 2) cognitive processing, and will discuss how “System 1” neuroscience approaches are being used in the market research industry. Through case studies, he will demonstrate facial coding can be integrated with traditional “System 2” survey techniques to optimize advertising and implicit association techniques be used to measure brand associations.

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