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Walter’s interest in the consumer’s brain was deepened with the emergence of neuromarketing. He closely followed, sifted and analyzed the scientific evolution of this special form of marketing. On the practical applicability, Walter delivers his contribution on a daily basis as a partner of Neurensics, Europe's first neuro-economic research agency. Neurensics 'looks' directly into the living brain of consumers using fMRI techniques. This spectacular and innovative methodology offers the opportunity to map the unconscious mind of the consumer, and see what consumers really think, feel and believe.