Douglas Van Praet describes how the unconscious and the emotional drive people, and how they, not tests, should drive the business of bringing ideas to life. He offers four ways to reframe the innovation process.
In the latest in his series on neuroscience and marketing, Douglas Van Praet discusses why traditional research on "brand awareness" misses what really drives a buy, and the power of positive and negative associations in moving markets.
Douglas Van Praet argues that while decision making is governed by our emotions, brands should still provide people with a logical lifeline (but they should steer clear of research that lets the post-rationalizing tail wag the emotional dog).
Douglas Van Praet discusses the importance of emotion in decision making (and everything else) and how his agency’s blockbuster "The Force" may not have made it through the traditional research process.