Delve into the growing field of neuroeconomics to understand what happens in the brain during decision-making.

The focus of this course will be on a hands-on exploration of neuroeconomics, an increasingly important field within market research.

We will discuss aspects of the relationship between emotional response and economic behaviour and delegates will learn the basic theory of neural reward processing, along with basic principles of interpretation of results from neuroimaging experiments.

The main part of the course will consist of reviewing a selection of leading research problems from the field’s first decade. The broad implications of neuroeconomics for market research will also be considered.

Who will benefit from this?

This course will benefit customer insight and market research agency staff, who want to better understand the burgeoning field of neuroeconomics.

Attendees will be informed of the latest thinking in the field and be able to translate this for their business needs in a practical and cost-effective manner.



Aims and objectives

  • To inform delegates of the main theories and findings accounting for how humans value actions and outcomes and then use this information to make choices.
  • To provide delegates with hands-on experience using EEG (electroencephalography) and GSR (galvanic skin response) equipment during live demonstrations in smaller “lab groups”.
  • To show delegates how decision-making can be understood based on the neurobiological mechanisms by which these decisions are made. The focus will be on neural mechanisms of choice, neurobiology of human irrationality, effective processing and applications of this knowledge in market research.
  • To demonstrate the value of customer insight using neuroeconomic data.

Learning objectives

  • Understand basic principles of neuroanatomy and neuroconnectivity
  • Appreciate different perspectives on decision-making
  • Evaluate the strengths and weaknesses of various methods used in neuroeconomics
  • Learn to run basic EEG (electroencephalography) and GSR (galvanic skin response) studies
  • Design and run simple experiments, compute multivariate analyses, and interpret findings
  • Learn how to critically evaluate published peer-reviewed literature on neuroeconomics
  • Integrate neuroeconomic methodologies with traditional research methodologies 

By agreeing to participate in this training course you also agree to download any software application(s) that are required for the fulfilment of the course.

“Really insightful, good introduction into the world of Neuroeconomics.”

Holly Jordan, Neuro-Insight
25 November 2016

“A great introduction to Neuroeconomics in research.”

James Burke, Kantar Media
25 November 2016

“A science lesson with a bit of methodological techniques bolted on to the end.”

Hayley Fox, Global
12 May 2016

“I joined the course out of curiosity and in the hope of learning something new … and it certainly delivered. I really enjoyed it. I am already setting up a trial taste test for beer using a combination of these techniques just to see how it works in practice.”

Adam Riley, Descision Architects
12 May 2016


Elina Hailwood, Define Research and Insight Ltd


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

Aji is VP of Data and Research at Chattermill, a start-up based in London specialising in applying artificial neural networks to customer feedback data to help make more customer-centric decisions. At Chattermill, Aji is responsible for a team of data scientists, machine learning engineers and research scientists. Before joining Chatermill, Aji spent five years at Sky, as Head of Data Science and has a total of 10 years of experience in Research and Data Science. He is also extremely passionate about all things related to Neuroscience, Artificial Intelligence and Robotics. Aji holds a PhD in Computational Cognitive Science, specialising in developing large-scale machine learning simulations of semantic processing (text and image). He is also a Research Fellow at the Centre for Cognition, Computation and Modelling at Birkbeck, University of London. Aji regularly lectures for the Market Research Society on a wide range of topics such as Machine Learning, Artificial Intelligence, Data Science and Neuroscience.

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