Neuromarketing firms have come and gone, but Sensory Logic remains. Over the past 20 years, we’ve done work for over half of the world’s top 100, consumer-oriented blue-chip companies. Who was our first client? Target, trying to decide whether to sell the department store chain (Dayton’s) that was the company’s origins. We tested Gen-X’ers and found the emotional affinity for the department store format among the next generation of shoppers to be virtually zilch, meaning there wasn’t any emotional equity in place to ward off the impact of ecommerce when it started picking up steam three years later.

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