An unbiased measure of customer likes and dislikes
: : Applied Neuroscience : :

A new technology to eliminate bias and discover a person's true thoughts and feelings
Measures that are based on demanded explicit responses - like those utilising questionnaires - tend to be biased and as a consequence, result in responses that do not reflect the truth, but what an individual thinks you want to hear.
For example, imagine you are invited to dinner and you do not like the food. When asked if you liked it, you are unlikely to be truthful and say it tasted awful. Consequently, you may be invited again and have the host cook the same meal especially for you. These types of responses are commonly given in questionnaires and other structured research techniques, leading you to draw incorrect conclusions from the research.
For example, imagine you are invited to dinner and you do not like the food. When asked if you liked it, you are unlikely to be truthful and say it tasted awful. Consequently, you may be invited again and have the host cook the same meal especially for you. These types of responses are commonly given in questionnaires and other structured research techniques, leading you to draw incorrect conclusions from the research.
In a business environment, the consequences of making a poor decision based on biased market research may cost your company money, time and opportunities. Application of this new technology can help your organisation make better decisions. The technology can be applied to:
- Goods
- Services
- Campaigns

The neurobiology of affective processing: Important knowledge for decision making in business and economy

Being the primitive creature that you pretend to be, you don't even have the cognitive capacity to name anything. What evolution though provided you with is affective information processing designed to detect potentially harmful and appetitive sources in an ever changing environment. This was the very beginning of decision making to guide and adapt behaviour.

Dozens of millions of years later, being a human being you do have cognitive capacity and you are able to use words to verbalise even affective information, but due to its non-cognitive nature words may terribly fail to describe it. And even worse, words can easily be used to intentionally misinform others about your affective inner world.
Translated into the modern world of market research this means that using a questionnaire to get some information about the likes or dislikes related to brands, services and products results in biased responses. Biased as a result of wrong introspection or biased as a result of intentional misinformation. Who does not tend to state being reliable, social, honest and trustworthy when asked while knowing that nothing is lost if all is simply made up?

Neuroconsult has the know-how and the experience in this field.