Research plays a crucial role in design, but too often, the wrong methods are used for the wrong challenges.
In this episode of The Effectiveness Gap, we talk with Martin de Munnik, neuromarketing expert and co-founder of Neurensics, about how neuroscience helps uncover the emotions behind consumer behaviour.
As Martin explains, 95% of our decisions are driven by subconscious emotion, not logic. So when we ask consumers what they think of a design, their answers don’t always match what their brains are really saying.
We explore how tools like EEG, fMRI, and FNIRS can reveal hidden reactions to design measuring trust, desire, and fear in real time. Through real-world cases, Martin shows how science and creativity can work hand in hand to predict impact and prevent costly design missteps.
Discover how research and design can become true partners in fact-based design:
• Why traditional research often fails new or innovative work
• How to make neuroscience practical for brand design
• When to bring research into the process
To learn more about a new perspective on the design process for brands and packaging, visit wegiveperspective.com or follow us on LinkedIn.
The Effectiveness Gap is a podcast series of 10 episodes by Perspective, exploring every step that can make the design process for brands and packaging more effective. Every week, a new episode.
This podcast series is created and produced by Perspective, and hosted by Nike Stellamans and Marcel Verhaaf. Recording, editing and mastering by De Podcastexpert.