The fundamental flaw in the tools businesses use to understand their consumers – and why removing the blindfold is essential to delivering sustained, profitable growth.

Conventional research tools have a place, just NOT when it comes to understanding why consumers make the purchase and brand decisions that they do. The business world is only just beginning to tap into the benefits of neuroscience-based research techniques to understand consumer decision-making. We’re lagging behind the academics by decades. It’s time to catch up…

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