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.
Deutsch’s Douglas Van Praet discusses how focus-group feedback, and the whole notion of the consumer, are misguided and how research should focus on understanding the unconscious and improving human lives.
If you think consumers are telling you what they want in traditional research, you’re wrong. Deutsch’s Douglas Van Praet argues that marketers must look to unconscious behavior for real creative breakthroughs.