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Key Note 2 - Consumer Neuroscience: A Breakthrough In Optimizing Marketing Communication
12.05.2015 15:40:00
12.05.2015 16:30:00
Research in cognitive neuroscience suggests that decision making is less deliberate than once thought and instead relies heavily on early emotional responses. Traditional market research methods, such as focus groups and surveys, have been unable to clearly demonstrate consumers’ initial, preconscious reactions. Now, consumer neuroscience methods are revealing insights into the early emotional responses that are crucial to understanding decision making, and therefore, are capturing a more complete view of the consumer. Using EEG, researchers at The Nielsen Company are able to evaluate the attentional effort, emotional engagement, and memory activations in response to stimuli on a second-by-second basis, enabling optimization of marketing communications at a highly granular level.
Dr. Garcia-Garcia is currently a Neuroscience Director for North America at Nielsen, the market leader in using neuroscience expertise to unlock new insights on consumer thought, emotion, and behavior to build better advertising, branding, and packaging. He works with an integrated research team to ensure the scientific integrity of the company’s project pipeline. He also leads the academic relations of Nielsen Neuro with top business schools globally and runs material development and training for professors who are willing to bring Nielsen’s most cutting-edge method from the industry to the classroom.
Dr. Garcia-Garcia is also an Adjunct Professor of Consumer Neuroscience in the graduate school of NYU Stern School of Business as well as in IE Business School. He develops and delivers the curriculum of one of the first courses of its kind in a business school. He is also working on a textbook in the field of Consumer Neuroscience, to be published by MIT Press, that aims at teaching future and present business leaders how neuroscience can help them understand their consumers and improve their marketing communication.
At the conclusion of his studies, Dr. Garcia-Garcia received the prestigious Extraordinary Doctorate Award, from the University of Barcelona, in recognition of his premier scientific achievements during his training period. His significant research contributions have also been internationally recognized through publication in leading professional journals, such as NeuroImage, Neuropsychologia and the European Journal of Neuroscience.
Manuel Garcia-Garcia Neuroscience Director North America Nielsen
Dr. Garcia-Garcia is currently a Neuroscience Director for North America at Nielsen, the market leader in using neuroscience expertise to unlock new insights on consumer thought, emotion, and behavior to build better advertising, branding, and packaging. He works with an integrated research team to ensure the scientific integrity of the company’s project pipeline. He also leads the academic relations of Nielsen Neuro with top business schools globally and runs material development and training for professors who are willing to bring Nielsen’s most cutting-edge method from the industry to the classroom.
Dr. Garcia-Garcia is also an Adjunct Professor of Consumer Neuroscience in the graduate school of NYU Stern School of Business as well as in IE Business School. He develops and delivers the curriculum of one of the first courses of its kind in a business school. He is also working on a textbook in the field of Consumer Neuroscience, to be published by MIT Press, that aims at teaching future and present business leaders how neuroscience can help them understand their consumers and improve their marketing communication.
At the conclusion of his studies, Dr. Garcia-Garcia received the prestigious Extraordinary Doctorate Award, from the University of Barcelona, in recognition of his premier scientific achievements during his training period. His significant research contributions have also been internationally recognized through publication in leading professional journals, such as NeuroImage, Neuropsychologia and the European Journal of Neuroscience.
Manuel Garcia-Garcia Neuroscience Director North America Nielsen
Dr. Garcia-Garcia is currently a Neuroscience Director for North America at Nielsen, the market leader in using neuroscience expertise to unlock new insights on consumer thought, emotion, and behavior to build better advertising, branding, and packaging. He works with an integrated research team to ensure the scientific integrity of the company’s project pipeline. He also leads the academic relations of Nielsen Neuro with top business schools globally and runs material development and training for professors who are willing to bring Nielsen’s most cutting-edge method from the industry to the classroom.
Dr. Garcia-Garcia is also an Adjunct Professor of Consumer Neuroscience in the graduate school of NYU Stern School of Business as well as in IE Business School. He develops and delivers the curriculum of one of the first courses of its kind in a business school. He is also working on a textbook in the field of Consumer Neuroscience, to be published by MIT Press, that aims at teaching future and present business leaders how neuroscience can help them understand their consumers and improve their marketing communication.
At the conclusion of his studies, Dr. Garcia-Garcia received the prestigious Extraordinary Doctorate Award, from the University of Barcelona, in recognition of his premier scientific achievements during his training period. His significant research contributions have also been internationally recognized through publication in leading professional journals, such as NeuroImage, Neuropsychologia and the European Journal of Neuroscience.
