Music is a powerful tool in advertising with its history going back to the era of the travelling salesman. Its role as a vehicle for capturing attention in a busy media landscape, establishing brand associations and invoking meaning about the product.

What do EEG, sailing meteorologists and the 2016 US election have to teach marketers about prediction? Kantar Millward Brown neuroscience lead Haydn Northover writes exclusively for Marketing Magazine and says just asking has never been sufficient in developing holistic advertising predictions.

Marketing speaks with Deepak Varma, Kantar’s global head of neuroscience, about the powerful marketing insights his practice is revealing.

In this 5-minute podcast, Deepak Varma, Kantar’s North American head of neuroscience spoke with our colleagues at Kantar Australia.