Theme 2. The Brain
The Economist has called this The Decade of The Brain.
Academic work can both challenge our assumptions about effectiveness and provide an explanation for things that we have found to be effective from practice.
Understanding the brain is vital in explaining the “why” questions of communications as well as determining the right research methodology.
Neuroscience, in particular , has (simplistically) confirmed the primacy of the emotional over the rational and the importance of primitive structures in the brain on the way we process information and make decisions.
