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Associate Professor of Strategy
Furr N., Nel K., Zoega Ramsoy T. (2019). Neuroscience Is Going to Change How Businesses Understand Their Customers Harvard Business Review Digital Articles
Neuroscience can help change how companies think about new opportunities, and specifically, within the emerging field of applied neuroscience.Using applied neuroscience, leaders are able to generate big data about critical moments of decision making, and then use this data to make confident choices that help to navigate the future of an initiative.What is key in applied neuroscience is capturing real data on decision making as it relates to a given situation. This kind of data allows you to understand precisely how and when individuals are making decisions (whether internal stakeholders or customers), and then use this to create a predictive map about which way to advance.