Part II: Neuroscience
Chapter 11 Brain’s Valuation Networks and Consumer Neuroscience Methods in the Fuzzy Front-End of the Innovation Process
Jyrki Suomala
Pekka Berg
Abstract
The brain’s desire network has a conclusive function in people’s behavior. The premise of this article is that better access to information of this network relating to new concepts helps companies to produce better goods to the market. This can be done by both neuroimaging and Neurovalue7 innovation assessment tool based on neuroscience.
Keywords: Decision-making, neuroscience, desire network, neuroimaging, Neurovalue7, innovation process, concept development,
Introduction
The human brain is a complex biological network where the nodes are neurons, ...
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