In understanding customer preference and choice, traditional research methods knowingly fall short of providing exhaustive and predictive models. Implicit measures abound, yet which methods and vendors to choose is less obvious. In this session, Lowe’s Insights Innovation Research Lead, Kristal Courter, will explain how this challenge was solved by establishing an "uncommon" partnership with leading scholars and practitioners in this field. This solution led to the company, Neurons Inc. Together Lowe's and Neurons worked to implement applied neuroscience at Lowe's, by establishing a common research language, a commitment to sustained research since 2013, and continued work on using scientifically valid methods to provide actionable insights and solutions for Lowe's. Our session will exemplify the study of consumer adoption to novel technology such as VR and AR, for which the collaboration has gained an unparalleled level of experience and knowledge.