Neuromarketing is a fascinating and fast-developing industry. Tapping into consumers’ subconscious minds offers huge potential for brands as they continually strive to get closer to their customers, understand what drives them and create and sell products that are aligned with their motivations, interests and desires.  However, there are challenges around data consent and privacy and the responsible use of the data collected that need to be addressed to ensure that, as the guardian of all this data, the neuromarketing industry acts in an ethical and accountable manner.

This week on The New P&L in a wide-ranging conversation, we speak to Shazia Ginai, CEO of Neuro Insight, one of the world’s preeminent neuromarketing and neuroanalytics companies. We discuss with Shazia the neuromarketing methodology and what it hopes to deliver; where the ethically appropriate line is when it comes to measuring and assessing the subconscious; whether the sector needs to be regulated and what can be done to address the role of conscious and unconscious bias in the designing and interpretation of neuromarketing data.