Martin Lindstrom Can Read Your Mind
In 2005, Danish marketing guru Martin Lindstrom embarked on a $7 million brain-scan study of more than two thousand people worldwide to discover the logic—and illogic—behind our purchasing patterns. In his new book, and this Q&A, he reveals that it all comes down to Buyology: Truth and Lies About Why We Buy. Forget surveys, focus groups, and all those other methods you’ve been using to market your products. Instead, you should start neuromarketing—“an intriguing marriage of marketing and science”—to uncover the subconscious thoughts, feelings, and desires that really drive our decisions. From Veracruz, where he is currently at work re-branding the country of Mexico, Lindstrom, a staunch antismoking advocate, spoke about the role—particularly in the tobacco industry—of subliminal advertising.
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