BDA812O Cognitive Analytics

[3–0, 3 cr.]

This course offers students an understanding of the “data” or the conscious/non-conscious information processing in our brains explaining the consumer’s decision-making on a non-conscious level. Neuro-metrical and biometrical measures, models and technologies help students understand and predict consumer behavior using non-traditional research methodologies.

Cognitive analytics is about understanding brain science (neuro-science, behavioral economics & social psychology) and exposing as well as measuring the consumer’s hidden data from the mind and body. Applying data mining techniques to Neuro Marketing data (mind-mining) will provide students with a much deeper and richer understanding of consumer preferences, choices and behavior.