In the last two decades, scientists have made dramatic discoveries on the human brain. Some of the learnings also help us understand how consumers make buying decisions using subconscious mechanism that are not possible to decode using traditional marketing research methods. As a result, you can use neuromarketing to improve your sales and marketing results.

How are decisions made in the human brain? To answer this question we must first look at the physiological structure of the brain.

In addition to the Right Brain and Left Brain, the brain is organized in 2 critical systems which act like separate organs with different cellular structures and different functions: The Primal Brain and the Rational Brain

Once you know that the true decision-maker is the Primal Brain, your entire sales and marketing strategy should apply completely different communication principles in order to be effective.