What I like best about [neuromarketing], to be honest, is recognizing that what people say is so often different from what they actually do. That’s always a huge problem in primary research like surveys and focus groups. They’re only as good as we believe the customer is telling the truth. And furthermore, how often does anybody really know why they buy? I fool myself about this all the time. I think everybody does.
Read the rest of Tim Berry here.
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