One “campaign” claims neuroscience is the next exciting technology for business that can be applied to all aspects of business, from training to marketing; Another camp cautions that we must be cautious of implementing it since a lot of the research is in reality pseudoscience.
Business leaders might be excused for being a bit confused. Which is the correct answer?
Let’s examine the things that neuroscience can and cannot be used to benefit your company.
Neuroscience’s limitations
Before we consider where neuroscience could be usefully applied in business, it’s essential to think about the limitations.
First of all, although the nervous system and brain have been extensively studied over the many centuries, it was only in the last few years that brain imaging methods (functional MRI or fMRI) are now widely available to regularly examine the brain. In several instances substituted observational neuroscience as well as the use of surveys for gathering data.
It’s worth mentioning that the motivation for the rise of neuroscience was to help treat diseases and to better understand the functions of the brain for medical purposes. It’s not about helping inspire employees, enhance the business plan, or increase sales of products.
The field of science is to be in its early days – even the most optimistic of neuroscientists will tell you that we’re only aware of the bare minimum of what is to learn about the inner workings in the brain.
Neuroscience could be hindered due to the cost that is involved in conducting research and how well the studies are setting up, and the purpose of the survey itself. However, there is a limitation regarding the analysis of the results of the research.
A few of us have been trained in neuroscience. Therefore executives rely on those who are knowledgeable about the science to translate it into a business. Are the conclusions accurate, or are they being stretched to be stretched? It is straightforward for data to be altered, lost through translations, or not understood by the person receiving the information.
In these circumstances, being cautious about neuroscientific research in a business setting is recommended.
Where can neuroscience be of help?
The temptation for businesses is that because studies on clinical research provide solid facts and data that back the conclusions, These conclusions are brand new “truths” that could be used to confirm or disprove previous methods of business, offer new strategies, and then be utilized in all aspects.
As we’ve already said, the field of neuroscience is in its infancy, and studies that are ten years old are usually replaced by the latest discoveries.
However, it can be highly beneficial when it comes to entities who understand the science and recognize its limitations. They’re often capable of drawing plausible conclusions regarding human behavior and are capable of bridging the gap between science and its application to actual life.
For example, working with leaders to improve meetings, teamwork, or workplace atmosphere all boils to a single element: identifying what drives individuals’ behavior. Neuroscience has provided insight into basic needs that individuals require in different quantities in group situations. Recognizing these needs and applying strategies to ensure these requirements are met has been proven to result in real-world, tangible results for teams which is an excellent example of how neuroscience can benefit the workplace.
Neuroscience also has lots to speak about the process of making decisions. The daily routine is essentially many decisions, and we can imagine why this could be relevant. In the context of business, leaders can make better decisions when they’re better aware of standard steps their brains undergo before making a decision, and, naturally, companies are always looking at the buying decisions of their customers and the ways they can influence them.
The best thing to do is be aware of the people you are dealing with. Examine the credentials of organizations you deal with, ensure they are ethical and also ensure that they can bridge the gap between neuroscience and its applications.
