By 2016, the Asian economy is set to represent the largest consumer market worldwide. As multinationals scramble to develop and extend their products into the Asia-Pacific region, accurate insight into what Asian consumers will or won't buy is a key determinant between success and failure at this scale of investment. Despite millions of dollars spent on traditional market research methods, many new products and services still flounder within a year of launch in these diverse markets. What can explain this high failure rate?

Neuroscience has now revealed that much of our behaviour is influenced by brain processes that operate below our conscious awareness. So marketers who rely solely on consumer's explicit or spoken feedback are only capturing the tip of the iceberg in terms of the multitude of thoughts, emotions and cultural influences that shape consumer choice at a subconscious level.

In this talk, Professor Calvert will highlight some of the key principles of neuromarketing and illustrate how you too can predict consumer behaviour with much greater accuracy by integrating subconscious data with standard qualitative and quantitative research.

*Neuromarketing is a new field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. It employs a range of techniques to capture these vital non-conscious consumer reactions to brands, products and campaigns.

Key Points:
• What is neuromarketing, how can you use it, when to use it and how to commission research
• Understand the commercial value of a combined conscious and subconscious approach to consumer insight
• Learn how to develop much more effective, targeted consumer messages
 

Professor Gemma Calvert
Director for Research & Development
Institute on Asian Consumer Insight (ACI)

Professor Gemma Calvert is the Director for Research & Development at the Institute on Asian Consumer Insight (ACI) based at the Nanyang Technological University and the Founder of Neurosense – one of the world's foremost neuromarketing companies established in 1999. She is an internationally renowned cognitive neuroscientist with a BSc in Social Psychology and a PhD in Neuroscience from the University of Oxford. She is also an accredited Chartered Psychologist.

Professor Calvert has published over 60 articles in the field of human brain science and her research on the power of the implicit brain has been widely covered in international press and television media, including Time, Newsweek, The Economist, The Straits Times, CBS 60 Minutes, the BBC World Service and several other worldwide documentaries on the brain in business.

She has served as a Member of the Global Agenda Council on Neuroscience and Behaviour for the World Economic Forum (2011–2014), is a Fellow of the Centre for Science and Policy, U.K and currently sits on the Scientific Advisory Board of the Neuromarketing Science and Business Association.