We all have witnessed how MR has used Neuro science as a tool to gauge what is happening inside the consumer's head. But the consumer is not just made of his head. She has a lot of processes happening all over her body that plays a role in her moods, emotions, behavior, feelings, needs and desires. Could it be possible to study the holistic DNA structure of the human genome to find alleles that influence needs? Maybe we can identify universal patterns and also individual differences. One major advantage is that there will be zero respondent fatigue because we would just need a strand of her hair!
I am a BSc Biotech, MBA. Was thinking all the time, how can I connect both these school of thoughts. :P
ReplyDeleteSaif
ReplyDeleteThis sounds good. In your Biotech course, did you happen to study about any allele in the human genome that could be connected to emotional responses to brands? I have learnt genetics at a very basic level till grade 12. So expert advice would help. :)
Interesting thought. Very out of the box. Maybe possible some day :)
ReplyDeleteSo, You fall prey to the fantasies of some lunatics who think FMRI is answer to unravell mysteries of human mind..read buyology and lets discuss what is wrong with the process of researching through ...
ReplyDeleteAnd btw the fascination of MR world with technology is not new...In 60s and 70s they used to measure perspiration rate, heart beat, even charge on human hairs to understand reaction to stimulie..Would be worthwhile for you to find out why did those experiments never made to commercial space :)
@Abhishek
ReplyDeleteSure. I would read Buyology to get a different perspective on this. The idea is fascinating because it is wild... But yeah, sometimes wild ideas may not work in the real world. :)