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Silicon Valley Alumni – Measuring Brand Equity: Inside the Mind of the Consumer by Prof. Ming Hsu
Virtual | Silicon Valley, CA |
March 3, 2021 @ 6:30 pm - 7:30 pm
There is ever growing demand for insights into what drives customers’ attitudes and behavior. Unfortunately, surveys and other traditional methods of generating customer insights have remained largely unchanged since their introduction decades ago.
Applications of neuroscientific techniques have increasingly been seen as one possible successor to traditional methods. As one of the first generation of researchers to be trained in both social and biological sciences, Professor Hsu’s research deals with how to take what we know at the biological level and apply them to the important challenges facing marketers.
During this event, he will show us how recent breakthroughs in the neuroscience of consumer choice can provide actionable insights to manage brand equity.