We live in a cognitive era, represented by the continuous transformation of social, technological and economic standards. In this new era, to build winning business strategies, the rapid and continuous perception of these market movements is indispensable, achieved when the eyes of organisations are educated with new parameters and skills.
Neurosciences integrated with Cognitive Intelligence represents this new look, because it subverts the traditional doctrines established by marketing and communication and has foundations in:
• Disruptive methodologies for understanding unstructured stimuli such as studies on the neurological reactions (emotion, memory and cognition) of the consumer before brands, advertisements, packaging and other communication materials;
• Consumer experience as a biological and psychic being, in which physiological and mental variables influence and underpin their buying behaviours and relationship with Brands;
• Human interactions, cognition causes individual perceptions of a physical or abstract object (products or brands) to expand over time, requiring organisational intelligence to be structured like human intelligence.
Thus, companies will be able to build deep and lasting connections with their audiences through the understanding of their decision making, providing assertive insights so that the marketing and commercial areas enable effective actions with their customers.