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Emergent Research

  • EMERGENT RESEARCH is focused on better understanding the small business sector of the US and global economy.

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  • The authors are Steve King and Carolyn Ockels. Steve and Carolyn are partners at Emergent Research and Senior Fellows at the Society for New Communications Research. Carolyn is leading the coworking study and Steve is a member of the project team.

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  • Emergent Research works with corporate, government and non-profit clients. When we reference organizations that have provided us funding in the last year we will note it. If we mention a product or service that we received for free or other considerations, we will note it.
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« NY Times on Foreign Investment in the US | Main | The Big Switch, Utility Computing and Small Business »

January 23, 2008

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Steve

I am worried about about the ethical issues around neuromarketing and I do find it a bit scarey.

Having said that, because of the intrusive nature of neuromarketing only volunteers can be used in their studies.

If they could do brain scans without your knowledge - that would be scarey.


Neuromarketing

Don't worry, Alex, if it was possible to turn people into buying drones clever advertisers would have done so already. The fact is that people are different, and there's no magic buy button. On the plus side, neuromarketing tests may help businesses avoid wasting money on ads that simply don't perform.

Roger

Alex Bellinger

I love your straight reporting of this story. But don't you think it's somewhat scary?

I'm a firm believer that every business should get into the mind of its customer, but for reasons of understanding i.e. to give them the product or service they want.

While you could argue that marketing has always been about influencing (sometimes subconsciously) the minds of potential customers, neuromarketing sounds like something out of Bladerunner.

I'm not sure I want my customers to be replicants ;)

Cheers

Alex

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