The mental processes involved in economic decision making are mostly unconscious and partly mediated by emotions.
With the application of neuroscience to market research, we can overcome the criticality of traditional methods, that do not allow to grasp the real motivations behind a specific behavior, partly due to the fact that such motivation is even beyond consumers' and users' awareness.
The study of brain activation or physiological responses, however, doesn't mean that we automatically have a "lie detector". It is necessary to correlate these data with other measures - either behavioral or not - in order to interpret them correctly and to make sure that our models are as predictive as they can be. So, don't trust those who claim to be lie detectors!
In order to understand your users and consumers, you need to understand their real opinions, emotions, and behaviors of individuals, not only the self-reported ones.
The scientific approach we apply to the study of human behavior draws on our expertise in the fields of behavioral economics, psychology, decision-making, neuromarketing, marketing and communication.
And, of course, we rely on our innovative tools and technologies.