Pranav Yadav is the chief executive of Neuro-Insight. The company uses brain-imaging technology to measure how the subconscious responds to adverts, social media platforms and TV commercials, and helps clients such as Amazon, BBC, Google and Facebook to improve customer engagement. In this in-depth conversation, Pranav describes how traditional market research methods lack true insight into the “deepest drivers of human motivation”, discusses how businesses need to understand how cultures respond differently to the same stimulus to be truly global, and shares his aspirations to use his work to understand the myths and rituals that define modern society.
