NeuroAI Consumer Insights and Branding

This unit introduces how neuroscience principles and recent LLM capabilities inform consumer profiling, sensory design, emotional targeting, and brand storytelling. Students will examine neural drivers of desire and memory across demographic and life‑stage segments, practice translating those insights into persona‑driven marketing concepts, and surface ethical and measurement implications to prepare for technical implementation in later units.

Learning Objectives

• Analyze the evolution and capabilities of large language models and relate their strengths and limits to neuroAI strategies for consumer insight and messaging
• Apply neuroscience‑informed sensory and demographic profiles (e.g., adolescent, maternal, midlife, cisgender male/female) to design at least two persona‑driven marketing concepts that leverage scent, taste, sound, and visual cues
• Demonstrate synthesis of branding, storytelling, novelty, and reward‑based (dopamine/serotonin) engagement principles by producing a semantic identity or campaign outline that includes a clear category‑busting metric
• Evaluate nonconscious preference pathways and recommend ethical measurement and interaction tactics (e.g., implicit testing, try‑before‑buy, subtle branding) while identifying potential biases and safeguards for subsequent technical development