Move over focus groups. Neuroscience-based research from Innocean seeks to uncover what people really like and seemingly reveals that, sometimes...
|Scooped by Karen Dietz|
Hmmmmm -- here's some new research from neuroscience. The company Innocean wired up 8 people to measure their responses, asked them questions about brands, and then about people they love.
Guess what -- 3 of the 8 people showed more love for brands than people. Why? The brands had a stronger story attached to them. What does it mean? Their interpretation is that there is a story button in our brain.
OK -- hold on here. I've got some problems with this. I'm not a neuroscientist but some of this seems like a lot of over-reaching.
First of all -- 8 people is a very tiny sample. That 3 of the 8 had a certain experience does not mean much at all. All the study points to is more questions. Like for the 3 people who loved their brands more than loved ones, are their relationships troubled? If so, that would naturally lead to mythologizing a watch. And is a watch a brand or simply an object evoking strong memories? Is the love for the Seattle Seahawks more about someone mythologizing their identity? And does that reflect at all on this person's love for his toddler? Ay yi yi -- I could go on.
And then to conclude there's a "story button" in the brain that is more like a switch to turn on and off is problematic for me also. We think in stories so narrative structure is much more imbedded in who we are than a pus button indicates.
So I remain highly skeptical about this study until A LOT more research is done. Read the article and tell me what you think.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it