“I guarantee that if you’re relying on traditional measures like surveys and focus groups to understand the whole consumer in today’s modern media landscape, you are dead wrong in terms of your ability to capture everything,” Dr. Carl Marci, founder and chief science officer at Innerscope Research, told the crowd at Advertising Week‘s “Creating Great Content with Neuro: Now That’s What I Call Brain Science” panel. “We now know definitively after decades of neuroscience that there’s a whole lot going on in this brain that’s below our conscious awareness.”

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