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Issue 102 - 04 | Making the Unconscious Conscious: How Neuroscience Can Empower (and Inspire) Marketing
By Douglas Van Praet Published Feb. 13, 2013 12:00 p.m.

“If we don’t understand our own preferences or the true motivations behind our own behaviors, marketers are wasting billions of dollars each year by asking questions in quantitative surveys and qualitative focus groups people simply can’t know the answer to. And marketers are using that information as the guiding forces to bring innovation and improvement to the marketplace. Not surprisingly, the success rate is abysmal, as only two of every ten new products launched in the U.S. succeeds. 'Houston, we have a problem.'”

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About Douglas Van Praet | Douglas Van Praet is the Executive Vice President at the ad agency Deutsch LA, where his responsibilities include Group Planning Director for the highly acclaimed Volkswagen account. Van Praet’s approach to advertising and marketing draws from unconscious behaviorism and applies neurobiology and evolutionary psychology and behavioral economics to business problems.


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