A Fortune 100 automotive company is exploring a new technology on the periphery of their core business. The executives in charge believe they have struck on a possible breakthrough, but as they push the project into uncertain terrain, their traditional signposts for decision-making are no longer relevant in this new context. They need a new method for coming to strategic decisions within this unfamiliar and turbulent environment, but how?
Neuroscience, it turns out, can help change how companies think about new opportunities, and specifically, within the emerging field of applied neuroscience.
Applied neuroscience is best described as the use of neuroscience tools and insights to measure and understand human behavior. Using applied neuroscience, leaders are able to generate data about critical moments of decision making, and then use this data to make confident choices that help to navigate the future of an initiative.
Studies using applied neuroscience are often conducted outside of a lab context, and therefore rarely use large, stationary MRI (magnetic resonance imaging) scanners. Instead, these studies focus on using more mobile solutions such as EEG (electroencephalograph) headsets, combined with eye-tracking technology to capture precise data on how the brain reacts when presented with certain scenarios. Because of this, applied neuroscience is used primarily during one of two points in a new project — either at the onset while defining the business problem, or later in the cycle while seeking new solutions for users.
Neuroscience Is Going to Change How Businesses Understand Their Customers
by Nathan Furr, Kyle Nel, and Thomas Zoëga Ramsøy
As seen in HBR.org | February 8, 2019
February: Technology & Natural Resources
The Chamber of Medford/Jackson County
101 E. 8th St.  |  Medford, OR 97501
Phone: (541) 779-4847

© 2019 All Rights Reserved
Get the latest installment with best practices, examples, and SEO tips straight to your inbox each week.