To Understand Customers, Understand Their Brains A Roundup of Recommended Reading About Neuroscience and Content Strategy
To discover whether content works, we acknowledge the limitations of traditional surveys and focus groups. As fans of qualitative usability testing, we like to understand behavior, emotions, and reactions to content—rather than taking what a person says at face value.
The latest advances in neuroscience continue to reinforce the point that how we think we react does not match how we actually react. Content must tickle the right brain first and let the left brain analyze it afterward. Read More >