February 6, 2023
Charlotte Fulcher
The Past, Present and Future of Neuromarketing – Podcast interview with our Co-founder Professor Gemma Calvert

Gemma Calvert, Professor of Neuromarketing, was invited on to the podcast series by Prof. Anders Gustafsson and Assoc. Prof. Carlos Velasco, at BI Norwegian Business School, about topics related to customer experience (CX) management.

Professor Gemma Calvert is Co-founder of Split Second Research, a Neuromarketing company in the UK, specialising in implicit system 1 market research . 

In this episode, Assoc. Prof. Carlos Velasco interviews Prof. Gemma Calvert regarding her work on Neuroscience and Neuromarketing, and the past, present, and future of Neuromarketing.

Professor Gemma Calvert, Split Second Research

A few important quotes from the episode:

Neuromarketing and neuroscience


“…neuromarketing is really more about helping brands to better understand how their products, their packaging, their marketing messages and so forth are engaging.”

“I think probably one of the most important contributions that neuroscience has had to marketing, is giving us a touch of reality about who we really are.”

How consumers behave


“We don’t like advertising a lot. We find all those marketing messages and communications intrusive and irritating, disruptive, grabbing our attention, pushy.”

“…[consumers] don’t go around shops deciding at every shelf how we emotionally feel about a brand. So, this means we’re not introspective. Our brains are lazy, we confabulate. We tell market researchers what we think they want to hear, or we don’t know why we buy. We’re pretty good at telling people what we like and what we don’t like. But why? Well, maybe there are some reasons in there. It’s difficult to introspect because maybe those reasons are so lost in time that we can’t get them out, at least not explicitly. But that is the role of the neuromarketer.”

The role of neuromarketing


“Those reasons are still inside your brain and neuromarketers work to get them out, so that brand owners can understand what is it about their brands that make them successful or otherwise.”

“…over the years, we realized that we are actually competing against costs of focus groups. We do deliver extra value and yet we’re highly competitive with them.”

“Isn’t it more important that you understand honestly what is in people’s minds and what they will and won’t accept at the point of sale? Because that’s going to save you millions of marketing dollars and manufacturing dollars to bring a product into the market, it’s phenomenally expensive. So to pay a little bit more for the predictability that’s going to succeed or fail, isn’t that worth it?”

Past, present, and future of Neuromarketing

Customer Experience (CX) Management

In this episode, Carlos interviews Professor Gemma Calvert at Nanyang Technological University about her work on Neuroscience and Neuromarketing, and the past, present, and future of Neuromarketing. 

For more information, visit her personal website http://gemmacalvert.com/ and her company’s website: https://splitsecondresearch.co.uk/ 

Meet the team at Split Second Research: 

Our Team

Learn more about Gemma Calvert: splitsecondresearch.co.uk/2018/06/27/gemma-calvert-presented-at-the-world-neuromarketing-forum-2018/ 

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