Dr Pradeep's new book reveals secrets for selling to subconscious minds

Dr. A.K. Pradeep, in his new book THE BUYING BRAIN: Secrets for Selling to the Subconscious Mind (Wiley & Sons, August 2010, $27.95), reveals a myriad of fascinating information that he and his cutting-edge team of neuromarketing experts at NeuroFocus have discovered and developed to help improve the effectiveness of every aspect of clients' brands, products, packaging, in-store marketing, advertising, and entertainment content.

Dr. Pradeep takes readers on an amazing journey through the most powerful and yet least understood organ in the body”the brain, providing surprising insights into the supercomputer inside each of us. To do this, Dr. Pradeep and NeuroFocus's group of world-class neuroscientists, neurophysiologists, and marketing experts measure and analyze actual brainwave activity across the full brain using a combination of electroencephalographic (EEG) testing and sophisticated eye-tracking equipment that records exactly where a person is looking while experiencing a stimulus. "This combination allows us to measure, with extreme precision, exactly how that person's brain is responding to a certain stimulus in terms of our three primary NeuroMetrics of Attention, Emotional Engagement, and Memory Retention, and correlate that with exactly where that person's eyes are focused at that same millisecond," explains Pradeep. "The results are unprecedented in depth, accuracy, and detail, and unequalled by any other form of research."

Companies around the world, including the largest and most successful global giants, are increasingly turning to EEG-based neuromarketing that measures the whole brain because it offers far more accuracy, reliability, and actionable results than conventional market research methods such as surveys and focus groups. "In the near future manufacturers, marketers, retailers and content creators that take the time to know you, the real you, the brain that is you, will survive and prosper," said Dr. Pradeep. "Those that treat you like a number in a survey or a nameless wonder in a focus group will perish."

THE BUYING BRAIN explains how human brains are remarkably alike in many respects, enabling small sample sizes to be studied and still achieve scientifically-valid results. Among the five senses, the most pronounced is vision and the brain will discount information that is not in concert with the visual stimuli it receives. The sense of smell is quite powerful too, as it is the most direct route to emotions and memory storage. Being linked with a pleasant, iconic smell can significantly improve a product's success in the marketplace.