Matthew Taylor
speaker
407 appearances
3 recordings
1 series
first heard Nov 2011
last heard Nov 2011
Matthew Taylor’s voice in public audio — every appearance, attributed to the second.
Trend
recordings per month · last 12 monthsNo recordings in the last 12 months.Older appearances are listed below; set an alert to hear about the next one.
Appearances
You were putting people in these shower caps, you were showing them different political broadcasts, you were mapping their response, and then you were feeding that information directly to the politician in his campaign.
Exactly.
As a former insider, I know only too well that political parties spend a load of money on communication and they never really know whether it works.
But by delving into the unconscious reactions of voters, MindLab were able to develop a strategy to boost a politician's emotional appeal.
At the subsequent election, this politician's majority went up by a whopping 20%.
Now, it's not certain that neuromarketing was the only secret of his success, but I can't help wondering how those voters would have felt at knowing the campaign was appealing not to their reasoned thoughts, but their automatic reactions.
Perhaps it's not that surprising that MindLab didn't want us to identify the politician.
We keep talking rather coyly about the candidate, and that's because this politician, even though he's on the other side of the world, doesn't want anyone to know that he used this technology.
Why is it you think he's shy about people knowing that he used neuromarketing?
Ah, choice.
We're promised it everywhere, from the supermarket aisle to the GP surgery.
The assumption is that we weigh things up carefully, make a rational decision.
But the more we know about the way the brain works, the more doubt is cast on this model.
Neuromarketing offers another way of thinking about our choices.
Imagine someone riding an elephant through a town.
The rider is our conscious brain, the elephant our automatic brain, and the town the social context in which we operate.
The traditional model of choice is that the decisions are made by the rider.
But neuromarketers know how powerful our automatic brain is.
They are whispering in the ear of the elephant.
It's a profound idea, but how sound is the research?
Showing 21–40 of 407 · page 2 of 21
← Previous
Next →