Incorporating Neuromarketing in Qualitative Research
Thursday, April 2 - Main Stage

Much of the discourse on a more scientific approach to neuromarketing has been framed within the context of quantitative research. In this presentation, Duane Varan explores how neuro tools can be used for qualitative applications.

Duane shares how measures like GSR, heart rate and facial expression analysis can be used in focus groups and structures interviews, how the use of neuro tools in qualitative differs from their application in quantitative, and finally, the associated opportunities and limitations.

What the audience can learn:
- Opportunities for incorporating neuro tools in qualitative research
- How to visualize neuro data to help facilitate research
- The opportunities and limitations of this approach