What is Neuro Marketing?

It is a field of marketing which aims to study brain responses to various marketing stimuli using technologies such as Functional Magnetic Resonance Imaging (fMRI) . The pegging question is, why is it becoming popular? Well for one, its accuracy, when compared with the traditional marketing techniques. Traditional marketing research includes declarative techniques like deep interviews, focus group and surveys. These techniques, while effective, are based on studying the demonstrated behaviour or explicitly verbalized by the consumer. There’s always a room for bias, either consciously or unconsciously.