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BizReport : Advertising archives : February 12, 2008

New Platform Measures The Brain to Test Ad Engagement

There is a new metric to consider when finalizing your next advertising campaign: the brain metric. The platform at NeuroFocus, a research firm, analyzes the brainwaves of participants to determine how these consumers are reacting to the ad.

by Kristina Knight

The platform measures brainwaves, eye movements and skin conductance to determine how the consumers are responding to the ad, the brand, the packaging, pricing and product design. By measuring how the consumer studied reacts to these things (based on millisecond by millisecond tracking), marketers can determine which aspects of a product or advertisement need to be changed prior to a campaign launch.

The Nielsen Company has invested in the platform and will begin to create new metrics and services to marketers across the web.

"This. . .enables us to bring science-based market research innovation directly to Nielsen customers across multiple industry sectors in the global market place," said Dr. A.K.
Pradeep, CEO of NeuroFocus. "The breadth of Nielsen offerings provides a rare opportunity to co-develop new products and services that measure consumer engagement and the total consumer experience using groundbreaking scientific measurement tools."

NeuroFocus uses electroencephalography (EEG) technology to measure participants brain waves during the testing phase. The consumer wears a specially developed ball cap with sensors which measure brain response 2000 times each second.

Tags: ad engagement, ad metrics, brand engagement

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