Unpacking neuroscience in consumer insights with Michelle Murphy, PhD

In the latest episode of Now That’s Significant, we hosted Michelle Murphy, a behavioral neuroscience expert, to discuss the evolving role of neuroscience in consumer insights. Michelle shared her candid perspective on the opportunities and limitations of applying neuroscience tools in market research, shedding light on how to approach this exciting yet often misunderstood field.

The Challenges of Neuroscience in Market Research
Michelle tackled common misconceptions about neuroscience, particularly bold claims such as “90% of decision-making is nonconscious.” She explained, “Not only is this number unsubstantiated, but it oversimplifies the complexity of human decision-making. The brain is incredibly intricate, and we currently lack tools that can perfectly distinguish between conscious and nonconscious processes.”

She also cautioned against the allure of oversimplified solutions like “mind-reading” technologies, emphasizing the need for realism and critical thinking when evaluating neuroscience tools.

The Synergy of Neuroscience, Psychology, and Behavioral Science

Michelle advocated for a multidisciplinary approach, combining neuroscience, psychology, and behavioral science to uncover deeper consumer insights. “Neuroscience helps us understand brain processes, psychology adds layers of emotion and bias, and behavioral science ties it all together by observing patterns and predicting real-world actions,” she said.

This integrated approach allows researchers to move beyond surface-level preferences and understand the “why” behind consumer behavior, whether it’s decoding emotional responses or analyzing multi-sensory experiences.

Advice for Researchers: Focus on Design and Education

Michelle urged researchers and brands to approach neuroscience with curiosity and caution. “The key is asking the right questions and prioritizing thoughtful study design over flashy tools,” she explained. She also highlighted the importance of education, saying, “Teams must understand the strengths and limitations of neuroscience tools to ask better questions and interpret findings effectively.”

Michelle encouraged researchers to embrace methods like implicit association testing or EEG when appropriate but to combine them with other approaches to ensure robust and actionable insights.

The Future of Neuroscience in Consumer Insights

Looking ahead, Michelle expressed optimism about advancements in AI and machine learning, which can help identify patterns in complex data and improve behavioral predictions. She noted, “AI won’t replace researchers but can enhance our ability to process data and uncover insights that might otherwise go unnoticed.”

This thought-provoking conversation underscores the importance of integrating neuroscience thoughtfully into consumer insights and highlights how a multidisciplinary approach can transform the way we understand consumer behavior.