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THE SCIENCE OF PERSUASION

The South African informal economy is a lucrative market with R300 billion worth of spending power. Why are big brands still failing to successfully tap into this market and what role does consumer neuroscience play in tapping the untappable?

Coca-Cola SA commissioned us, Africa's leading Neuromarketing agency, to do an in-store Neuromarketing case study to investigate the consumer experience of the informal trade.

The study involved hooking consumers up to the Eye-tracking and Galvanic Skin Response (...

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