Cynthia Holcomb is rethinking everything we know about sales conversions. The traditional methods of conducting user surveys, analyzing market research and relying on tried-and-true retail methods won’t move the needle enough, she contends. Instead, she suggests the “art and science of preference,” a concept she leverages in the company she founded, Prefeye.

Prefeye is based on the theory that neuroscience and an understanding of human decision-making can give retailers a much deeper level of insight into buying practices and help them more deeply understand the wants of their customers. Read more.

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