This programme is designed by Nanyang Business School, Singapore for individuals in any industry whose success depends on accurate knowledge about consumers. You will acquire in-depth knowledge about how the new tools in the field of consumer neuroscience or “neuromarketing” – the fastest growing sector in market research - are being applied at all stages of the brand journey, to capture consumers’ implicit or subconscious feelings, biases and beliefs about products, brands and marketing messages. You will learn how memories are formed and influenced, how perception can be influenced by subtle environmental cues and how to measure and extract these powerful subconscious consumer responses that can predict subsequent purchasing behaviour with greater accuracy than spoken feedback. You will also learn about the pros and cons of the different neuromarketing tools, the questions that each method is typically best placed to address as well as how to commission research from practitioners in this field. 

What will you learn?

The programme will instruct you how to gain much deeper insights about the way in which your customers really feel about your brand, planned new products or services and forthcoming advertising campaigns – and it will do so at a much deeper, emotional level that can not be gleaned by standard explicit feedback alone (e.g. focus groups and explicit questionnaires or surveys). It will also help you to understand how future campaigns and marketing messages can be more effectively worded or framed in order to influence consumer behaviour. The course will also teach you how to integrate implicit consumer insights with your current explicit market research methods in order to gain a 360-degree perspective on your consumers and therefore predict their purchasing behaviour with much greater accuracy.

•    Understand your consumers’ on a deep, emotional level
•    Develop much more effective, targeted consumer messages
•    Reduce the percentage of new product failures
•    Make more informed decisions based on more accurate consumer insight

Who should attend?

This course is suited for middle to senior level executives in any industry that wishes to go beyond traditional reliance on surveys or focus groups to truly understand their customers’ preferences and perceptions in fast-changing markets. Neuromarketing unravels how a person’s brain, influences purchasing behaviour subconsciously and have far-reaching implications for understanding what drives consumers’ needs, wants and decision-making processes.

Programme Fees

SGD 2,600 (excl. GST)

SGD 2,782 (incl. GST)