The Black Box in Action

Abstract

Of all the questions neuroexperience can help businesses answer, perhaps none is more crucial than providing clarity about how customers go about making decisions. This involves questions such as:

• ■ How do customers process marketing information?

• ■ Why do customers choose certain brands over others?

• ■ What are the earliest signs that customer expectations are not being met?

• ■ How do customers perceive the Customer Experience the business provides?

• ■ How do customers assess risk and reward?