Since the 1990s, neuroscience-related research has expanded significantly, uncovering the complex links between brain activity and decision-making.  By understanding the neural basis of decisions, business leaders can make more informed choices and create better contexts for each decision. Neuromarketing – which uses neuro- and cognitive science to identify customer needs, desires and preferences – can serve as a powerful tool in any CMO’s arsenal. Similarly, a key part of a CEO's role is to influence behaviour at various levels to derive results. Neuro-tools provide a powerful means of obtaining insights that enhance the ability of CEOs to orchestrate the required behaviours in the organisation. 

At a recent joint session of the India CEO and CMO Forums in Bangalore, Arvind Sahay, Director and Professor of Marketing & International Business, MDI Gurgaon, explored a range of neuro tools and their applications in business. This podcast summarises these discussions.