Focus Groups and Neuroscience
The work of Lakoff and Moskowitz has shown the value of understanding 21st century jurors attitudes and beliefs. "Biconceptualism" is in and polarized conservative and progressive is out.
And, of course, David Ball and his comtemporaries have taught us all the value of focus groups in assessing the potential verdicts in cases.
Now a neuroscientist at Berkley is teaming with other specialists to expand the work of cognitive science. Dr. Knight's name popped into the news when it was announced that Nielsen Co., still the world leader in "audience measurement," had made what it called a "strategic investment" in a theretofore unheard-of California company called NeuroFocus, where Dr. Knight additionally serves as chief science adviser and where Dr. A.K. Pradeep, who holds a PhD in engineering, serves as chief executive officer. Together they blend the science side and the business side of an enterprise that uses brainwave analysis to, they assert, unlock the Holy Trinity of advertising. As in:
Are you paying attention?
Are you emotionally engaged?
Have you retained the information that the advertiser is trying to implant in that brain of yours?
As for focus groups, on that subject Dr. Knight's animus is unvarnished. "They're a little bit like juries where it's eight to four for acquittal on the first vote. Then it's 12 to nothing for guilty four days later and it's usually because of social factors and group dominance and all those kinds of behaviours that emerge in a group situation."
"The simple fact is the brain makes behaviour," Dr. Knight continues. "If you can effectively measure the brain, which we think we can ... We can give you information that's not available by any other methodology. You just can't get it in conventional marketing."
This exciting field of cognitive science is making great strides in a variety of fields. To read more click here http://www.theglobeandmail.com/servlet/story/LAC.20080315.RCOVER15/TPStory/?query=brain+guy
