neuroscience — Greenbook
neuroscience
Behavioral Insights Academy Segments are Convenient. They're Also Wrong.
How neuroscience exposes the limits of demographic thinking in advertising.
Thomas Ramsøy
CEO & Chief Science Officer at Neurons
April 17, 2026
Focus on APAC The Growing Need for Mystery Shopping
AI, neuroscience, and design innovation are transforming mystery shopping from basic audits into predictive tools for real-world customer experience i...
Ruth Stanat
CEO at SIS International Research
May 28, 2025
Behavioral Insights Academy Nudge Wisely: Predictive AI for Precision Impact
Discover the art of behavioral science strategies that aim to influence consumer behavior. Learn how even the most well-crafted nudges can be overlook...
Thomas Ramsøy
CEO & Chief Science Officer at Neurons
May 17, 2024
Behavioral Insights Academy 4 Ways to Kill Your Brand (And How Neuroscience Can Avoid It)
In the high-stakes world of marketing, understanding your consumers is paramount. But what if I told you that some of the most common marketing strate...
Thomas Ramsøy
CEO & Chief Science Officer at Neurons
August 18, 2023
Behavioral Insights Academy Decoding Cultural Zeitgeist in 3 Simple Steps
Picture a group of young children. As they start in life and through their early years, they assimilate. They strive to talk, act, and socialize like ...
Hunter Thurman
President at Alpha-Diver
August 11, 2023
Gain & Retain® Can’t keep my eyes off you: ATTENTION! Part Two
Part One of this article addressed attention as it relates to the visual processing of marketing communications. Different kinds of visual attention ...
Ken Roberts
Chief Innovation Officer at Forethought
July 27, 2023
Research Methodologies Moving Away from a Narcissistic Market Research Model
Why are we still measuring brand loyalty? It isn’t something that naturally comes up with consumers, who rarely think about brand first, if at all. Ma...
Devora Rogers
Chief Strategy Officer at Alter Agents
May 31, 2023
Gain & Retain® Emotion: the Mandatory of Marketing – Part Two: Measurement
First, a quick recap of Part One that focused on behavior. Emotion in marketing communication is pretty much universally regarded as a good thing. Th...
Ken Roberts
Chief Innovation Officer at Forethought
March 24, 2023
Future List Honorees Kendall Rynders, Head of Consulting, 2023 Future List Spotlight
Editor’s Note: The following interview features a Greenbook Future List honoree, Kendall Rynders. The Greenbook Future List recognizes leadership, pro...
Karen Lynch
Chief Programming Officer at Greenbook
March 21, 2023
Data Quality, Privacy, and Ethics Neuroscience in Market Research: Beyond the Hype
In 2011, neuroscientist T. Sigi Hale PhD was principal researcher (known in academia as principal investigator) leading a National Institute of Health...
Hunter Thurman
President at Alpha-Diver
November 3, 2022
The Greenbook Podcast
Pioneering Applications for Neuroscience
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
October 6, 2022
What Goes Around Comes Around: the Neuroscience Behind ‘90s Nostalgia
The phenomenon of ’90s nostalgia viewed through neuroscience.
Mary Mathes
Director of Data Insights at Alpha-Diver
May 4, 2022
Consumer Behavior Still Crazy After All These Years: Neuroscience, Cultural Cycles, and 2022
How the recent chaotic years are part of a recurring cultural pattern.
Hunter Thurman
President at Alpha-Diver
January 21, 2022
Behavioral Science Getting It Right with Hunter Thurman of Alpha-Diver
The model-based approach helps to understand drivers of human behavior.
Gregg Archibald
Managing Partner at Gen2 Advisors
July 28, 2021
Behavioral Science Eye Tracking Research is for Everyone!
Innovations in hardware, software, and methodology have democratized eye tracking research for all.
Mike Bartels
Director of Marketing Research and User Experience at Tobii Pro North America
May 17, 2021
Research Methodologies Complex Brand Questions Require Multi-Modal Market Research Approaches
How Activision Blizzard used a neuroscience-based multi-modal approach to create a 360-degree picture of the evolving mindset of the esports audience ...
Devora Rogers
Chief Strategy Officer at Alter Agents
April 19, 2021
Behavioral Science How COVID Has Molded Consumers’ Memories
Memory is fragile and flexible, which presents challenges for consumer researchers, but also great opportunities for marketers.
James Forr
Head of Insights at Olson Zaltman
February 16, 2021
Gain & Retain® Two Faces Have I – One to Show, One to Hide
There is minimal scientific evidence to support the most applied measure of emotion as a predictor of market performance.
Ken Roberts
Chief Innovation Officer at Forethought
February 11, 2021
Gain & Retain® Is Organic Web Traffic a Predictor of Brand Choice? – A Closer Look at Les Binet’s “New Way”
Is Les Binet correct? Is organic search the one metric to use when tracking brand health?
Ken Roberts
Chief Innovation Officer at Forethought
November 18, 2020
Behavioral Science Applied Neuroscience Outpaces the Growth Rate of the Industry by 3x
The growing presence of neuroscience in market research.
Dr. Aaron
Founder & CEO at Sentient Decision Science
March 2, 2020
Brand Strategy Taking a Stand: The Value of Neuroscience in Socially-Charged Advertising
Using neuroscience for insights into socially-charged advertising messaging.
Nikki Westoby
January 23, 2019
Research Technology (ResTech) Offloading Cognition: The New Behavioral Science Approach to Winning Customers
How ‘cognitive offloading’ impacts the way your customers make choices
Jason Martuscello
Business Strategist at BEESY
January 2, 2019
Research Methodologies Deeper Insights, ROI and the Future of Consumer Neuroscience
Consumer neuroscience proving worthy for deeper insights and greater ROI
Dr. Carl
Chief Neuroscientist at Nielsen Consumer Neuroscience
August 8, 2018
Insights Industry News Mind Blowing Facts From The “New Sciences” That Will Change The Way You Work
Find out how personal well being impacts not only your health, but your company’s work culture.
Sharon Keating
October 26, 2017
CEO Series Neuroscience and Marketing
An interview with Professor Nicole Lazar on neuroscience and its role in market research.
Kevin Gray
President at Cannon Gray
February 23, 2017
Insights Industry News My Adventures in Neuroscience Part 3: Answers!
Lenny Murphy’s medical odyssey ends with a diagnosis and a crash course in mitochondria function and the wonders of CoQ10!
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
January 4, 2017
Behavioral Science The IIeX Nonconscious Forum 2016: Politics, Emotion, and Technology
The IIeX Nonconscious Forum event was a 2-day exploration of implicit measures and behavioral economics in the Consumer Neuroscience space.
Ken Raj
Senior Manager - Client Neuroscience Services at Merchant Mechanics Inc
December 2, 2016
Research Methodologies Expressing Doubts About Neuroscience
Recent findings have created serious doubts and cast aspersions on neuroscience.
Steve Needel,
August 8, 2016
Research Technology (ResTech) The Restless Resting State, and Why Brain Scanning is Still Valid
Is brain scanning data invalid? Thomas Zoëga Ramsøy shares some perspective on the intended killing of fMRI.
Thomas Zoëga
Chief Executive Officer at Neurons Inc
August 5, 2016
Behavioral Science Clearing the Misconceptions About Neuroscience
As an advocate and practitioner of applied neuroscience, I want to address some misunderstandings of what consumer neuroscience is.
Elissa Moses
Chief Executive Officer - Neuro & Behavior Science at Ipsos
February 12, 2016
Research Methodologies Paradigm Shift: From recall to occurrence
Tim Rotolo discusses the challenges of recall-based feedback and the benefits of remote user testing.
Tim Rotolo
June 19, 2015
Insights Industry News How Brands Really Grow 3: Brands in the Brain
Whether consciously or unconsciously, our brains are modified whenever information passes through them.
Jan Hofmeyr
Chief Researcher at Kantar TNS
May 21, 2015
Research Technology (ResTech) Separating Neuroscience from NeuroHype
How do we, with respect to neuroscience, separate the wheat from the baloney? Here are several tips and resources.
Kevin Gray
President at Cannon Gray
February 23, 2015
Research Technology (ResTech) Unconscious Processes that Produce Brand Recognition: The Physics Behind the Brand
Understanding how basic sensory information is transformed by the brain is critically important for structuring a marketing campaign.
Matthew Gerhold
January 27, 2015
CEO Series Predictions for 2015 by Dave Sackman of LRW
At the midpoint of this decade, it’s a good time to look backward and forward to 2020. I see an exciting time for our industry.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
January 8, 2015
Research Technology (ResTech) Can Neuroscience Save the Market Research Industry?
We are on the cusp of cracking the unconscious, and accelerating market research into a new dawn of innovation, creativity, and relevance.
Allan Fromen
December 8, 2014
Research Methodologies Michelle Adams’ 2 Minute Review of NIMF (Nonconscious Impact Measurement Forum)
Michelle Adams of Marketing Brainology gives a great summary of the recent Nonconscious Impact Measurement Forum.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
November 14, 2014
Research Methodologies Brain Scans, Cultural Popularity And Sample Sizes
A new study demonstrates how a small sample of brain scanned participants can predict popularity at the cultural level.
Thomas Zoëga
Chief Executive Officer at Neurons Inc
September 10, 2014
Research Methodologies Thomas Zoëga Ramsøy’s Introduction to Neuromarketing and Consumer Neuroscience
An Introduction to Neuromarketing and Consumer Neuroscience – the most thorough, yet accessible, introduction to the field yet written.
Steve Genco
August 12, 2014
Day One at IIeX NA 2014: Virtual Reality, Mexican Food and More
Day 1 at IIeX NA was packed full of research goodness, from the exceptional speakers to the wide diversity of research minds in attendance.
Isaiah Adams
Client Account Analytics Director at Optimization Group
June 17, 2014
Research Technology (ResTech) The Newest Research Technologies Need Solid, Traditional Thinking Toward Their Use
New techniques tempt us to use them, and in so doing invite the purpose-process disconnect. Let’s take the time to choose them correctly.
Paul Conner
June 6, 2014
CEO Series Key Learnings From IIeX Europe
Ray Poynter offers a review of the inaugural #IIeX Europe event and how the conference series will fit in with other industry conferences.
Ray Poynter
Managing Director at The Future Place
February 22, 2014
My Adventures In Neuroscience: Part 2
Last year I posted about my very personal adventures with neuroscience. Here is a brief update for those interested.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
February 9, 2014
Research Technology (ResTech) Can Neuromarketing Get Its Groove Back? Part 2
Here are four strategies neuromarketing needs to pursue to win over the huge market of still skeptical mainstream research buyers.
Steve Genco
December 19, 2013
Research Technology (ResTech) Beware The Brain-Science Backlash
There is considerable backlash towards neuroscience. However, neuroscience will point the way to greater self-knowledge for the human race.
Dr. David
October 31, 2013
Insights Industry News Do People Connect With Brands At An Emotional Level?
Emotional engagement with brands is much less prevalent than many marketers assume.
Neal Cole
October 14, 2013
Research Technology (ResTech) Facial Imaging: The “Big-Data” Solution for Emotion Research?
The really big news is not so much how well facial imaging measures emotion, but how many people and how much emotion can be measured.
Alastair Gordon
Managing Partner at Gordon & McCallum
September 5, 2013
Research Methodologies A Patch, A Niche, A Disruptor & Something Over The Horizon
In a new white paper posted on VCU, Ray Poynter looks at key disruptors for the MR industry.
Ray Poynter
Managing Director at The Future Place
September 3, 2013
Insights Industry News Is The Term “New MR” Still Meaningful?
Has the term “New MR” effectively lost its meaning as New MR practices seem to have become firmly part of the mainstream?
Edward Appleton
Director Global Marketing at Happy Thinking People
July 15, 2013
Research Methodologies Big Data, Neuroscience and, Yes, Dead Salmons
Researchers reported that they could find brain activation during interspecies social interaction – in a dead salmon.
Thomas Zoëga
Chief Executive Officer at Neurons Inc
July 11, 2013
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