Consumer neuroscience is an emerging field of research that applies the principles of neuroscience to consumer behaviour and decision-making processes. Consumer neuroscience uses methods such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and eye-tracking to measure and analyse the brain activity and cognitive processes of consumers during the consumption of brands and products.

By using consumer neuroscience, companies and market research firms can gain deeper insights into consumers' decision-making processes and behaviours and make better decisions about how to optimise their marketing strategies and improve their products and services. The use of consumer neuroscience also makes it possible to capture and analyse consumer behaviour at a subconscious level, which can provide valuable insights into their actual motivations and desires.

Consumer neuroscience can also help to measure and evaluate the success of marketing campaigns and advertising measures by examining and analysing consumers' reactions to certain stimuli and advertising messages. By applying consumer neuroscience, companies can optimise their marketing strategies and better target the needs and wishes of their target groups, which can ultimately lead to greater customer satisfaction and higher sales.