October 21, 2017

A lot to learn



For someone like Calvert, who has been applying neuroscience to commercial challenges for more than a decade, it’s “bread and butter”. But it still tends to be put into the category of ‘new’ techniques in consumer research. Why has it been slow to trickle through into the marketing and research worlds? “The evidence is massive. There are masses of peer-reviewed publications but they’re all in academic-speak,” says Calvert. “They’re in journals which, frankly, unless you’ve got a PhD in neuroscience are a pretty dense read.”