“The founder of NeuroFocus, the world’s biggest neuromarketing firm, is AK Pradeep, a PhD in engineering from the University of California, Berkeley. Five years ago, having moved from designing satellites to management consultancy, he found himself sitting next to a neuroscientist on a flight back from Atlanta: “I had just had a meeting with someone senior at Coke. He had been telling me that despite spending $3 billion on marketing and another $3 billion on indirect marketing, he was not sure what precisely he got out of it. This was still on my mind when I asked the neuroscientist what he did. He told me he helps children with attention deficit disorders, adults with emotional problems, and he works with the aged suffering from diseases such as Alzheimer’s. It struck me that this was exactly what the man at Coke was looking for. How do you get people to pay attention? How do you engage them emotionally, and how do you ensure they remember what is being said to them? Can’t I apply what he was doing in the clinic to what was happening?”

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Image: Siddhartha Dutta

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Category:
Conceptual Framework, Design, Practice
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