partners and cocreators. It's a brave new world where the
consumer is king, and marketers have to fight for every
moment they give us.
These so-called conversations are, undoubtedly, a
positive development in the way we interact with our
consumers and our community, and it is technology we
have to thank for them. But there is another technology
coming over the horizon that doesn’t remotely rely on
speaking. Enter the world of neuro-marketing. If, like
me, you have ever puzzled over why consumers do the
things they do and are, at times, so unpredictable, then
this is the technology for you.
Why trouble yourself with questioning and listening
to people post-rationalize when we are able to hook
them up to relatively unobtrusive machines, read the
electrical patterns in their brain and infer a decision-
making process that they themselves are not even aware
of? I write this with my tongue perhaps not fully in my
cheek. Make no mistake, this is not a fantasy technology.
It is being used here and now in Japan to help the most
innovative marketers hone their product offering and
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