Full Title: Unconscious Branding: How Neuroscience Can Empower (And Inspire) Marketing by Douglas van Praet
4 out of 5 stars | Read the summary on Goodreads
If you've got Superbowl commercials still on the brain, this is the book to pick up. It flips marketing research conventions to show how the way our brains work determines our decisions as consumers. What this means for marketers is that we have to take what people tell us (in surveys, focus groups, and more) with a grain of salt. Just like we would investigate numerical data to make sure it's correct, van Praet offers ways to dig deeper into qualitative data to find the hidden variables and meanings behind them.