Be Part of the Consumer Neuroscience Online Course of the University of Florida. Hamburg Media School gives professionals and external students the chance to apply for the new Online Master course. Starting in August 2019.
In today´s technology-driven digital media world, there is tremendous amount of information and insights to aid decision makings. Big Data, Online Tracking tools, and many other ways to plan and measure media and communication strategies have evolved in the digital economy. The reality is that the success of campaigns is at the heart of the consumer.
Media consumers are engaged with content, branded or news, when it emotionally creates a bond. Traditional research methods are limited in gathering consumer emotions and most digital measures are not capable yet to go beyond behavioral insights. Research has shown that delivering outstanding and memorable digital experiences has become the key to differentiate brands, politics, news and other content. To understand consumers’ emotions, mindset and intent demands for a deeper understanding. Consumer neuroscience approaches especially come into play if strategies aiming for customer-centric digital experiences.