Neuro-science in business: Anticipating action

Perhaps not many of you have heard of neuroscience and within what you might understand, it is a topic that is rather associated with scientific-academic topics, traditionally outside the scope of what business people or companies are used to.

But to our surprise, this topic has many edges and definitely more in common with information technologies and business than one might think:

First of all, neuroscience focuses on explaining how the brain works and is associated in a non-exclusive way with physics, chemistry, biology, neurology, genetics, psychiatry, psychology and computer science, as a way to understand the neurological phenomena that we identify. as emotions and thoughts which are later translated into actions. That is, it is possible to reach subconscious stages prior to the action that a person can exercise, being able to determine the neurological response to certain stimuli and how they can or cannot be translated into acts, depending on the social filters or behavioral behaviors that can inhibit or trigger a response along that line. In this way, by reaching the deepest layers of thought, which are ultimately electrical impulses, we can isolate the person’s social filters and truly understand what the person feels when faced with an image, a sound, a word, a smell. , and the emotional and behavioral response that this triggers.

Why is it important for business?

In addition to the undeniable contributions to health in general, its use in understanding and predicting the behavior of people as consumers or clients is added, being able to delve into questions such as: What emotions predominate in our clients compared to our brand?, What concepts do our customers associate with competing products?, What perceptual elements of a container are key to the purchasing action?, What is the purchasing decision process of a person in a store? What associations do our products evoke? , or other questions that cannot be resolved just by seeing actions, which are the visible part of emotions and thought.

Although it is true that neuroscience makes an important contribution by providing the technology to capture and measure these electrical impulses in the brain, in order to translate them or give them an interpretation it is necessary to combine it with appropriate advice in areas such as marketing, organizational development or strategic planning. providing the conceptual framework that will make it possible to understand the results and determine concrete actions at the level of a company with a much higher level of reliability in decisions.

The need to combine neuroscience with appropriate advice

But pure science and technology are not enough, an expert in business issues is required who can guide you and coherence the research process with a clear focus on results oriented to your needs.