Neuroscience findings and insights are breaking out of the lab and challenging some of our most cherished assumptions about how we think, feel, decide, and act.  These challenges are beginning to have significant repercussions for society, politics, and the way we see ourselves.

Marketers and product developers cannot ignore the findings and methods of neuroscience.

For those of us in the business of persuasion, it is critical to understand how brains actually operate and how persuasion really works.

Lucid takes the insights and findings of neuroscience and applies them to the research questions of marketers and product developers.

In this section we highlight some of the most relevant of those insights and findings.