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The Neuromarketing Chain of Techniques and Business
13:30 Using EEG and BOLD-MRI to infer brain activity: possibilities and limitations.
In this talk I will give a short overview of what EEG and BOLD-MRI measure and how this activity can be used to infer what humans are doing.
EEG is known to have a good temporal resolution in measuring brain activity. MRI is known to have a good spatial resolution. Using these techniques for consumer research implies that they must have an added values above and beyond predicting (possible) overt responses.
I will argue that this is much more the case for MRI than EEG.
Associate Professor of Cognitive Neuroscience, Department of Psychology, University of Amsterdam Director of R&D Neurensics B.V.
13:50 Q&A from the audience
• How to significantly increase the effectiveness of advertising and marketing campaigns
• What knowledge about customer preferences can be derived from neuromarketing research?
• How objective is a neurological evidence?
Chief Neuromarketing Officer, SalesBrain
Associate Professor, Universitat Pompeu Fabra
14:40 Q&A from the audience