Neuromarketing without the mystique
I joined Ivo de Clercq and Lucas Prigge on FunnelVisie after meeting through the Gelderland Valoriseert initiative. The useful part of the conversation was the practical side of neuromarketing: what can be measured, what should not be overclaimed, and how companies can use behavioral data without turning it into theatre.
Themes
- How attention and response data can support better marketing decisions.
- Why measurement only helps if the question is clear before the data is collected.
- How founders explain a technical product without overselling it.
The recurring lesson
Data becomes useful when it sharpens a decision. It becomes noise when it is used to decorate a weak question.