Beyond Neuromarketing: How Neuroscience Is Penetrating New Areas of Business

Nadine Galandi, Benny B. Briesemeister (), Thomas Kant and Damaris Hagen
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Nadine Galandi: Deloitte Consulting GmbH, Deloitte Neuroscience Institut
Benny B. Briesemeister: Deloitte Consulting GmbH, Deloitte Neuroscience Institut
Thomas Kant: Deloitte Consulting GmbH, Deloitte Neuroscience Institut
Damaris Hagen: Deloitte Consulting GmbH, Deloitte Neuroscience Institut

A chapter in Neuromarketing in Business, 2022, pp 109-125 from Springer

Abstract: Abstract Human perception and behavior are significantly controlled by implicit needs. With the Deloitte NeedSphere, the Deloitte Neuroscience Institute (DNI) has developed a reliable model for capturing and quantifying implicit needs, which makes it possible to use this knowledge for companies in a targeted manner. With this model and the broad neuroscientific approach of the DNI, it has been possible to answer a wide variety of questions from companies regarding their customers and thus support them in achieving their goals, such as increasing sales or saving costs.

Date: 2022
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DOI: 10.1007/978-3-658-35185-4_9

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