Responsibilities and Realities

Lucid Systems is committed to clarifying for its clients - and for the general public - the emerging scientific picture of  neural mechanisms that underlie human motivations, attitudes, decisions, and actions. We apply this principle not only to help our clients create more effective marketing materials and products, but also to help them become better educated consumers of neuro-based research.

An underlying foundation of neuro-based consumer research is that people are generally not conscious of their motivational processes. This is a scientific fact, indisputable in the face of overwhelming scientific evidence. As such, it will inevitably be used to acquire a deeper understanding of those processes, and will be applied - well or poorly, ethically or not - to improve communications and messaging disciplines.

Neuroscience findings will eventually impact all the channels of communication and discourse that flow through our society and economy: not just advertising and marketing, but education, public policy, political debate, and even medical treatments and therapies.