Until now, market researchers have used questionnaires to analyse consumer preferences and to assess whether a crowdfunding idea has a chance of success. Research by Alexander Genevsky of RSM shows that brain scans make such predictions about individual preferences more accurate. Brain activity is also a good indicator of the ultimate success of the funding.

Participants

  • Alexander Genevsky
    Role: Faculty
    Reference type: Referenced

Media Outlets

  • Marketingfuel (Online)