In this episode of Scratch, Viren sits down with Pranav from Neuro Insight to uncover the uncomfortable truth that's been hiding in plain sight: 750 billion dollars in marketing spend is being wasted every year, and most brands have no idea.
Pranav breaks down why the way we've always tested products and campaigns is fundamentally broken, how 90% of all decision-making happens in the subconscious, and why asking people what they think is almost completely useless. Neuro Insight's brain-mapping technology cuts through the noise, accessing the hidden drivers of human behaviour that people can't even articulate themselves.
They also get into why marketing didn't just break on its own - culture broke first - and what it's going to take to fix it, from rediscovering the lost craft of storytelling to building the kind of CMO courage that puts real money behind real conviction.
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/BLXF2kAqoWc
🖊️Mentioned in the show:
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Viren Samani, and he’s joined by Pranav Yadev of Neuro Insight in this episode.
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