One ‘camp’ states that neuroscience is the next terrific thing for business and can be applied to everything from marketing to training; and another camp warns that we must watch out for applying it because much of the science is, in fact, pseudoscience.
Business leaders could be forgiven for feeling a little baffled. Who’s right?
Let’s have a look at exactly what neuroscience CAN and CAN NOT do for your company.
Limitations of neuroscience
Prior to we take a look at where neuroscience may be applied meaningfully to business, it’s crucial to consider the restrictions.
Firstly, while the brain and nervous system have actually been studied for centuries, it’s just in the past years or so that imaging strategies (practical MRI or fMRI) have ended up being commonly adequate readily available to consistently image the brain. This has, in a lot of cases, changed observational neuroscience, and using surveys for gathering information.
It’s worth remembering that the main incentive behind the development of neuroscience has actually been to better reward illnesses and to comprehend the functions of the brain for clinical purposes – not to assist motivate personnel, enhance business technique, or to sell more products.
The science must be thought about to be still in its infancy – and even the most favorable of neuroscientists would inform you that we only know a fraction of what there is to learn about the workings of the brain.
Neuroscience might be limited by the high expenses associated with running research, in addition to the quality of the established and purpose of the research themselves. However, there is another constraint in the analysis of the information from the research studies.
Few of us are trained in neuroscience, so business leaders are reliant upon those with sufficient grasp of the science to ‘translate’ it into a company context. Are the conclusions realistic or are they being ‘stretched’? It is easy for details to be manipulated, lost in translation, or just misinterpreted by the receiving party.
For these reasons, a healthy wariness of neuroscience in a company context is a good idea.
So where can neuroscience help?
The temptation for companies is that, since clinical research studies supply difficult, objective information to back up the conclusions, these conclusions are brand-new ‘realities’ that can confirm or deny previous business methods, suggest brand-new techniques, and be applied universally.
As currently mentioned, neuroscience is in its infancy, and studies simply ten years old are frequently superseded by new findings.
Neuroscience, nevertheless, can be extremely beneficial in the hands of entities that comprehend the science and appreciate its restrictions. They are frequently is able to draw sensible conclusions about the nature of human behavior and might be able to ‘bridge’ the considerable gap in between the science and its application in the real life.
Neuroscience also has plenty to say about the decision-making procedure. Life basically consists of a long series of choices, so we can see why this would be of interest. In a business context, leaders can discover how to make better decisions if they are more knowledgeable about the common procedures that their brains go through before reaching a decision; and, obviously, businesses are constantly thinking about consumer purchasing choices and how they can affect it.
The best recommendations are to be careful who you deal with. Check the credentials of the organizations you deal with, ensure they are ethical, and ensure they can bridge that gap between the neuroscience and its application.