"Honda found the results so persuasive that it is remodelling showrooms and retraining staff to tailor pitches according to a potential buyer’s state of mind. “The hypothesis is that if you get the [sales] experience right, you may not need that price promotion to sell a product,” explains Ian Armstrong, manager of customer communications for Honda UK. “Conventional research only gets you so far because it’s rationalisation after the event, and most decision-making is done subconsciously. We set out to measure physical changes people cannot consciously control.” Honda is not alone in believing brain science can boost the bottom line. A growing number of businesses say that traditional ways of understanding consumers – direct questioning, observing our behaviour – don’t explain why we buy one product over another. And they are turning to neuroscience for the answers." - Steven Perez from Bookmarklet