June 13, 2019 10:45 am - 12:00 pm
Prof. Moran Cerf – Kellogg School of Management

Recent research in neuroscience and behavioral economics has shed light on the ways by which humans make decisions and how biases may render our choices irrational.
In this talk, Moran Cerf, Professor of Neuroscience and Business, will discuss new ways by which companies can use the recent research in neuroscience to understand their customers better, align messages with audience in more accurate ways, target and segment individuals by understanding their desires and interest better (thereby replacing questionnaires and focus groups and asking the brain directly) and measure engagement with content.
 Ultimately, Prof. Cerf will address the new tools and techniques that business leaders should be aware of as technologies allow us to probe the human mind and learn more about ourselves, our desires, our interests and what makes us behave the way we do.