Six ways Canadian marketers are leveraging neuromarketing, and three more ways they should be Neuromarketing and neuromeasurement is on the cusp of breaking into the mainstream, but many advertisers, agencies and media companies still don’t quite know how to fit it into their toolkit. Here are...

While much of the neuromarketing hype has centered on “finding the brain’s buy button”, several everyday challenges can be addressed more comprehensively with neuromarketing than with traditional research methods like surveys and focus groups. Here are 10 things agencies and marketers should be using neuromarketing for: 1)...

When analytics meets imagination (or, why Creatives should make friends with data) Part of our ongoing series on neuroscience in marketing, media and content In the marketing industry, some of the stiffest resistance to neuro has come from Creatives. On the surface, it may seem like they...

In content marketing, what you don’t know CAN hurt you “But it tested really well…” Ever heard (or worse, said) that one? It typically comes from a brand manager following a berating from his boss regarding how terrible the new advertising is, and how sales are tanking as...

What if we could make MetroLinx like Nike? Nike consistently puts out some of the most compelling, motivating and beautiful ads. They tap into some universal human insight around our individual desire to be better, a competitive spirit that's as much a challenge to another person...

Despite remarkable advances both in technology and our understanding of what drives our decisions, marketers continue to rely on the same research methodologies to 'understand' the consumer. Fundamentally, these approaches land in two buckets - stated and behaved. On the stated side, we have surveys, focus...

The creative as mad scientist, and how they’re really kinda frauds The mad scientist gig is getting a lot of play these days. In an age of science fiction come to life where we can wear technology that records the world around us (not to mention...

Data is the new oil. Privacy is the new environment. Mental illness is the new cancer. While at Havas, a colleague of mine in the data team procured some buttons that read, “Data is the new oil.” As geeks, we were convinced that bits would power...

Why Brainsights needs a philosophy, and why that philosophy is fundamentally “openness” and “data respect” Brainsights is a business that uses brain data to improve content. Regardless of whether that content is an advertisement, a show, or a public service announcement, packaging or even space design,...