Research Talk by Hilke Plassmann, INSEAD Fontainebleau (FR)
Our Research Seminar Series is finally back to a physical presentation format. Our first guest speaker in this semester, Hilke Plassmann from INSEAD, presented her research on how neuro-marketing approaches can be used to forecast the success of new product launches. The study compared traditional approaches to sales forecasting (e.g., using market data of previously launched products or consumer surveys) with neuro-marketing approaches using functional magnetic resonance imaging (fMRI) data. The findings of her research show that the fMRI data outperform traditional approaches and thereby educate managers about the benefits of running fMRI experiments and/or traditional representative surveys.
We thank Hilke for her visit, the inspiring talk and discussions. For information on the upcoming guest speakers at the Research Seminar Series, please check the agenda.